Promotion of the tourism brand of small towns of Turkestan region through historical and cultural heritage

Abstract

This article considers theoretical, methodological, and applied aspects of the formation and promotion of the tourist brand of small towns of Turkestan region based on the cultural and historical heritage of the region. The relevance of the research topic is inextricably linked to the need for sustainable development of regional tourism, the importance of increasing investment attractiveness, and forming a unique image of the region. The study aims to identify the potential of small towns as a tourist destination, to analyse the degree of perception of the tourist brand by tourists and the local community, and to develop a conceptual model based on the cultural identity of the region. The research used the methods of content analysis, sociological survey, and SWOT analysis. The empirical base constitutes the results of the research obtained in Sauran. As a result of the study, the key advantages and disadvantages in the formation of tourism brands in small towns of the region are identified. The developed conceptual model plays an important role in the strategic planning of tourism development in small towns.