The role of Kazakhstan’s ethnocultural heritage in economic development and the formation of tourism brand capital

Abstract

This article examines Kazakhstan’s ethnocultural heritage in relation to economic development and the formation of tourism brand capital. The preservation of cultural and historical values is directly linked to their appropriate use in tourism. National traditions, historical sites, crafts, and local cultural features reflect the country’s distinctive identity and can increase tourist interest. They can also support the development of regional service industries and create opportunities for new tourism products. The study aims to assess the relationship between ethnocultural resources, the tourism economy, investment attractiveness, and tourism brand capital using empirical data. The study involved 40 respondents. The survey data were analysed using descriptive statistics, the Shapiro–Wilk test, factor analysis, Cronbach’s Alpha coefficient, and multiple regression analysis. The responses showed that participants placed a high value on ethnocultural heritage, authenticity, and the attractiveness of the tourism brand. The factor analysis identified three dimensions relating to cultural value, marketing support, and investment potential. The regression analysis revealed positive relationships between the attractiveness of tourism brand capital and ethnocultural value (β=0.42; p=0.001), authenticity (β=0.31; p=0.008), and marketing support (β=0.27; p=0.015). The model explained 61% of the variation in the indicator under consideration (R²=0.61). The findings indicate that ethnocultural heritage has economic potential in addition to its cultural significance. Its appropriate use in tourism development may contribute to regional economic diversification, support entrepreneurial and investment activity, and strengthen the competitive advantages of tourism destinations. Measures intended to preserve cultural heritage should therefore be coordinated with tourism branding strategies and regional economic development plans.