BRANDING OF TOURIST CLUSTER SYSTEMS: CASE OF ALMATY MOUNTAIN CLUSTER IN THE REPUBLIC OF KAZAKHSTAN

Abstract

In modern conditions, the competitiveness of many tourist centers is ensured through the development of forms of network interaction between entities involved in the process of tourist services within a certain geographical area. One of these forms of networking is a tourist cluster, which is based on such concepts as "integration", "cooperation", "competition". Each system in the field of tourism needs to be promoted and popularized among tourists, including the cluster. In this regard, the main purpose of this work is to consider the issues of branding tourist clusters on the example of the Almaty Mountain cluster in the Republic of Kazakhstan. As part of the study on specifics of cluster systems branding, the authors relied on scientific publications presented in various periodicals. To identify the main trends in the development of tourism and clusters in Kazakhstan, the data presented on the official websites of state bodies and statistical services were employed. Based on the presented analysis, the authors considered the main characteristics of the Almaty Mountain cluster development, as well as the features of branding this territory at the national and local levels. The main stages of territory branding are presented, taking into account the main characteristics of the cluster system. In general, within the framework of the work, the authors put forward the main directions for the formation and promotion of cluster systems brand in modern conditions. At the same time, it is noted that the branding process should ensure the sustainable development of integration and cooperation ties between the participants of the tourism cluster.