The Destination Life Cycle Concept in Developing a Tourist Brand. Case of Mangystau of Kazakhstan
Abstract
The article aims to find the relation of positioning of a tourist destination to the life cycle of a territory (TALC). The research methodology is based on the marketing studies conducted as a survey of experts who works with tourists in Mangystau area of Kazakhstan. On the basis of the studies a model of the tourist brand’s positioning was developed in accordance with the territory’s stage of development, mainly for those visitors who seek for new places, since the area’s nature has almost “wild” and unexplored places and many historical and cultural objects which are located precisely in the unmanned and impassable steppe. The area’s brand structure was elaborated in accordance with the McKinsey model to build an appropriate positioning of the destination due to a stage of its life cycle. The finding of this study suggested that the strategy of the Mangystau tourist brand should be based on its identification, attributes and its life cycle’s stages and be aimed at positioning related to nature and cultural traditions that identified as the most valuable tourist attractions. The research applied the psychographic personality classification system to propose the type of tourists for whom that territory will be especially attractive.
References
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[3] Andriotis, K. 2001. Strategies on resort areas and their lifecycle stages. Tourism Review 56:40-43.
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[8] Bitsani, E., & Kavoura, A. 2014. Host Perceptions of Rural Tour Marketing to Sustainable Tourism in Central Eastern Europe. The Case Study of Istria, Croatia. Procedia - Social and Behavioral Sciences, 148: 362-69.
[9] Blain, C., Levy, S.E., & Brent Ritchie, J. R. 2005. Destination Branding: Insights and Practices from Destination Management Organizations. Journal of Travel Research 43(4): 328-338. DOI:https://doi.org/10.1177/0047287505274646.
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[26] Goglenkov, A.M. 2015. Branding of tourist destinations as a direction of territorial branding. Humanitarian research, 7(2). Available at: http://human.snauka.ru/2015/07/11867 (in Russian)
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[38] Lundgren, J. O. 1984. Geographic concepts and the development of tourism research in Canada. GeoJournal, 9(1): 17–5.
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[42] Mukhtarova K.S., Balgabayeva Z.B., & Ziyadin S.T. 2018. Kazakhstan tourist brand сreation – from country to region! Bulletin of KazNU, The Journal of Economic Research & Business Administration, 3(125): 55-63.
[43] Muller, D., & Jansson, B. 2007. Tourism in peripheries: Perspectives from the Far North and South. Oxfordshire: CAB International.
[44] Ozturk, A. B., Ozer, O., & Çaliskan, U. 2015. The relationship between local residents’ perceptions of tourism and their happiness: a case of Kusadasi, Turkey. Tourism Review, 70(3): 232-242. DOI: http://dx.doi.org/10.1108/TR-09-2014-0053
[45] Patterson, M. G., & McDonald, G. 2004. How clean and green is New Zealand tourism?: Lifecycle and future environmental impacts. Lincoln, N.Z.: Manaaki Whenua Press.
[46] Pike, S., & Mason, R. 2011. Destination competitiveness through the lens of brand positioning: the case of Australia’s Sunshine Coast. Current issues in tourism, 14(2): 169-82.
[47] Pike, S., & Page, S. 2014. Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41: 1-26.
[48] Plog, S. C. 1974. Why destination areas rise and fall in popularity. Cornell Hotel and Restaurant Administration Quarterly, 14: 55–58.
[49] Plog, S. C. 1990. A carpenter’s tools: An answer to Stephen L. J. Smith’s review of psychocentrism/allocentrism. Journal of Travel Research, 28(4): 43–45.
[50] Plog, S. C. 2001. Why destination areas rise and fall in popularity: An update of a Cornell Quarterly classic. Cornell Hotel and Restaurant Administration Quarterly, 42(3): 13–24.
[51] Ralston, L. S. 1993. The relationship between the expressed need for affiliation and motivations for travel. Unpublished Ph.D. thesis, Department of Recreation Resources Development, Texas A&M University, College Station, TX.
[52] Risitano, M. 2005. The role of destination branding in the tourism stakeholders system. The Campi Flegrei case. Available at: https://www.researchgate.net/publication/228701100
[53] Sabirova D. 2017. Mangystau: the land of saints and ‘aliens” Steppe. (December 6). Available at: https://the-steppe.com/razvlecheniya/mangistau-zemlya-svyatyh-i-chuzhih. (in Russian)
[54] Sexton, D. 2008. Branding 101: How to Build the Most Valuable Asset of Any Business. New Jersey: John Wiley & Sons, Inc., Hoboken.
[55] Shaikenova, R., & Mamutova K. 2009. The current state of ecotourism in Kazakhstan. Paper presented at the All-Russian scientific-practical conference “Ecological and ethnographic tourism: formation, problems and development prospects”, October 9, in Khabarovsk, Russia. (in Russian)
[56] Shen, Ye. & Joppe, M. 2016. Breathing New Life into Old Theories. Travel and Tourism Research Association: Advancing Tourism Research Globally 3. Available at: https://scholarworks.umass.edu/ttra/2016/Academic_Papers_Oral/3
[57] Stansfield, C. 1978. Atlantic City and the resort cycle. Annals of Tourism Research, 5(2): 238-51.
[58] Tooman, L. A. 1997. Applications of the Life-cycle Model in Tourism. Annals of Tourism Research 24(1): 214-34.
[59] Zhomartova, G. Zh. 2013. Tourism in the Republic of Kazakhstan: development problems and prospects. Bulletin of the Karaganda University 71(3). Available at: http://rmebrk.kz/magazines/journal/show/1814
[60] Euromonitor International. 2014. Strategy Briefing: The New Online Travel Consumer, July, Available at: https://www.euromonitor.com/the-new-online-travel-consumer/report
[61] European Union. 2016. Project “Regional Development of Kazakhstan”. A practical guide to the development of regional tourism. National Program of the European Union “Development Cooperation Instrument 2012” for the Republic of Kazakhstan. Astana: GDSI Limited. (in Russian)
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[64] Mangystau Regional Museum. Architectural monuments: Mangystau Regional Museum of Local Lore Available at: https://www.muzey.kz/ru/mangystau/historical_sites
[65] Megabook. Universal Encyclopaedia of Kirill and Methodiy: Mangystau Area Available at: https://megabook.ru/article/Мангистауская%20область (in Russian)
[66] Mendikulov, M. 1987. Monuments of traditional architecture of Western Kazakhstan. Almaty: Oner. (in Russian)
[67] Statistics Committee of the Ministry of National Economy of the Republic of Kazakhstan. http://stat.gov.kz/.
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Published
2021-09-30
How to Cite
MARALBAYEVA, Sholpan M.; NIKIFOROVA, Nina V.; SMYKOVA, Madina R..
The Destination Life Cycle Concept in Developing a Tourist Brand. Case of Mangystau of Kazakhstan.
Journal of Environmental Management and Tourism, [S.l.], v. 12, n. 6, p. 1472-1494, sep. 2021.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/6428>. Date accessed: 20 apr. 2024.
doi: https://doi.org/10.14505//jemt.v12.6(54).05.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.