Abstract:
The article is aimed at considering theoretical and practical approaches to the study of the
development of the tourism industry based on the formation of a marketing strategy as a tool to ensure the
competitiveness of firms in the field of tourism and hospitality.
The need for the development of strategic marketing with the aim of its application to determine the
long-term prospects of enterprises providing tourist services is considered and substantiated.
The development of a marketing strategy is justified to determine the competitive advantages of a
tourism enterprise, namely in terms of providing quality tourism services and its competitiveness in the
world market.
The article analyzes the current state of the tourism industry in Kazakhstan and identifies the main factors determining the advantages and problems of the development of this industry in the context of globalization and offers recommendations on developing a marketing strategy for enterprises in the tourism industry.
