Research study on destination brand platform: case ofKazakhstan: monograph.
ISBN: 978-601-337-440-6
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The monograph examines theoretical foundations for buildingdestination brand platform in the field of tourism. Modern forms and approaches elaborated by the most prominent researchers of the field are described, current status of the implemented initiatives on brandingKazakhstan is analyzed; the peculiarities of formulating brand platform for a tourism destination, the specifics ofevaluating the activity on tourism destination branding, as well as the problems of improving competitiveness status through formation and implementation of destination’s branding are highlighted. The monograph is designed for master students studying in multilingual groups of the "Tourism" specialty, teachers, as well as people interested in the problems of improving tourism competitiveness.
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