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.pdfThe decision to develop gastronomic tourism in Kazakhstan as one of priority types of tourism, it was accepted at the forum which has taken place in March, 2015 on development of the tourist industry in the CIS "the CIS and new formats of interaction" where the Kazakhstan delegation has taken part. The Chairman of the Committee of the industry of tourism of MINT RK Kasymbek Zhenis as noted that at a meeting offers on creation of the working groups on development ecological, gastronomic and other types of tourism have been stated.
In Kazakhstan the enterprises for different production of food can make one more contribution to development of gastronomic tourism. In particular, at people such consumer goods as use a particular interest: confectionery, alcoholic and tonics.
Development of tourism in Kazakhstan creates alternative economy which is based not only on production of natural resources or production of agricultural production, but also on development of system of rest and culture which in general make tourism.
INFLUENCE OF EXPO 2017 ON DEVELOPMENT
OF KAZAKHSTAN AND ITS TOURISM SPHERE
Dauletyarova N.D.,
Under supervision of D.Sc. in Geography Plokhikh R.V.
Al-Farabi Kazakh National University, Almaty
e-mail: 97_nazok@mail.ru
EXPO 2017 is a big exhibition which influenced for the development of tourism in Kazakhstan. It was the one of the important event for our Republic took a part during the three month – from June, 10 till September, 10. Those people who would like or just desire to arrive the most advanced technologies with a big interest got a chance to visit to our country. Among the tourist, there were many numbers of foreigners. About this exhibition the President of Republic of Kazakhstan N. Nazarbayev said: “EXPO is the vital event in the global scale. By meaning its comparable with the largest economical forums, and by tourist attractiveness its comparable with the most popular sport games. This exhibition will must contribute of the large investments. Moreover, by EXPO 2017, Kazakhstan got the new technologies and innovations, which are directed by influence of development of “Green economy”.
EXPO 2017 was the extra stimulus for economical and infrastructure development of country. This is the one of the big achievement for Kazakhstan for the years of independence. Some people say that this was turning point for Kazakhstan. On the other hand, our country will represent the new achievements of the global science and technology. Even most of the local people took the opportunity to see the “future energy” in real life.
EXPO 2017 was a big activity with worldwide meaning and a big number of guests, tourists and official delegations with more than 100 countries in the World. By this event, the whole world could take the crucial information about our future perspectives and about our valuable history. Thanks to this fair, the image and reputation, scientific-technical achievements and initiatives have been already raised up withpositive results.
Some famous persons say that EXPO 2017 was a driver for the development of economy. The whole process of preparation satisfied us with the accessibility to new technologies and its operations. EXPO 2017 promoted the Kazakhstan in the global level. The main event of the 2017 has shown national hospitality, big technical and economic potential as soon as people's desire for development. Many participants say that the presented green technology developments are unique. The grandiose exposition and application of new technologies impacted Astana city. The EXPO 2017 exhibition made a considerable impact on Kazakhstan’s economy, fostered the development of small and medium sized businesses, tourism sphere and related sectors. Scientists highlighted the relevance of the exhibition’s theme which attracted the attention of the whole world to issues of conservation of natural resources and development of alternative energy sources. The Green Technologies Center and Investment Projects under the UN support will open based on the EXPO 2017. In whole the main features of event summarized from these five results: a) development of infrastructure: roads, a public transports, airport and railway stations, municipal services and construction of EXPO 2017 facilities, as a consequence, job creation; b) new serious impulse for the small and medium business sphere of hospitality, inbound tourism and public services; c) development of domestic tourism and increasing the number of foreign tourists to the country; d) it allows to regard as a large international, informative representative square to Kazakhstan; e) the cultural exchange will raise in order to recognize the
country.
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We can say that EXPO 2017 was a big capability for education in sphere of tourist industry in order to evaluate the priority of the market and its direction and also to develop their unusual proposals. By event, Kazakhstan was able to show and be proud with all the natural resources, original culture and valuable culture among the World.
ECOCIDE ON RECREATION RESOURCES
OF THE ILE-ALATAU STATE NATIONAL NATURE PARK
Iskakova A.T.,
under supervision of D.Sc. in Geography Plokhikh R.V.
Al-Farabi Kazakh National University, Almaty e-mail: akzhaniskakovaa@gmail.com
The Ile-Alatau State National Nature Park (IASNNP) in the venue of the southern capital of our country, Almaty region, was established in 1996. It is situated in the mountains between Gorge Turgen in the east and Chemolgan River in the west. The IASNNP’s borders Almaty State Nature Reserve, which is located around Peak Talgar. The landscape includes woodlands, alpine meadows, glaciers and lakes. Remarkable trees include apricot, maple, and apple. According to information from Administration of IANNSP a total of 300 species of birds and animals have been recorded on the territory. Main goal that led to the creation of the IASNNP was the protection of the rare types of God blessed variety of the flora and fauna representatives. Territory of the IASNNP stands for tourists as an ideal place for recovering and recreation of their physical and psychological needs. Why we can say so? Just because of the sport and wellness complexes which are located on the territory of the IASNNP (note: “holy place” for all living organisms that need particular help and preservation which is under the control of the government). So to the list of the recreation places in the territory of the IASNNP we can include following establishments as Shymbulak ski resort, worldwide known mountain skating rink Medeu, also guest houses and hotels, alpinist camps that can be good choice of lodging for guests and visitors of the city.
Natural landscapes, woodlands, a huge variety of the species of plants and animals, more than 20 monuments of the Nature, water resources, as Big Almaty Lake that is worthy to see and stare on it are doubtless important and intangible value of our century which cannot be founded in every country on the earth. I totally agree with the German writer W. Alice that Kazakhstan is God blessed country in the World. Does it so important to get more profit and be the winner of the material competition rather than making the life better without hurting our mother – the Nature? Since the time of the creation of the IASNNP there were accepted numerous conventions and regulations regarding to the National Park’s issue. The most interesting one accepted in the 2001 (latest adjustments collected in 2009) by a joint board of the Ministry of Nature Resources and Environmental Issues preservation and the General Prosecutor's Office which officially prohibited the illegal transfer of land in the preserved park. But literally some months later supplied facts of transferring of the lands in the frames of controlling to misuse of economic entities. Thus, in the Talgar regional branch of IASNNP about 41 economic entities transferred 100.47 hectares of the area. Detached, up-to-date furnished houses with excellent security systems on the slopes of the mountain in the territory of the National Park is the result of how laws and regulations in the Kazakhstan can effectively reach its aims and goals. Another example of the disorganizing of the natural system of the Ile Alatau was the conflict on the construction of the ski resort on the Kok Zhailau territory. Despite of the fact that the result of preconstruction research was negative, all factors and conditions showed that geologically and from the point of the meteorologists and ecologists it is not allowed to build any kind of metal giants on this preserved territory. Anyway below given results of the geological evaluation was not enough for profit-seekers if there was not the interference of the Greenpeacers from the “Green Salvation” movement. Only after involvement of the great amount of people not indifferent to the fate of the IASNNP could freeze (hopefully forever) the ski resort construction process. Dozens of hectares of forest were cut under various ostensibly legal pretexts; hundreds of springs, creeks, small rivers were destroyed and polluted because of new buildings; dozens of restaurants and other complexes, polluting water sources, have been built in the protection strips and zones. All of them are causes of the anthropogenic intervention to the Nature World.
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ROLE AND TENDENCY OF SPORT AND HEALTH TOURISM IN THE FORMATION OF A HEALTHY LIFESTYLE
Sabitova A.R.,
under supervision of Candidate of Technical Sciences Artemyev A.M.
Al-Farabi Kazakh National University, Almaty
e-mail: aliya_omarova_95@mail.ru
Healthy lifestyle is becoming more popular in the world. In Kazakhstan, it also has a wide distribution, mainly among young people. However, the propagation of a healthy lifestyle is gradually transferred to the older generation as well.
A healthy lifestyle is a complex concept that consists of many components. It implies all areas of human existence – from nutrition to emotional state. This is a way of life, aimed at completely changing the old habits of eating, physical activity and recreation. If we focus more on physical activity and recreation, we can appreciate the role of sport and health tourism. It combine in itself development of physical activity of the man and give an opportunity for the rest at once.
According to the statistics of Kazakhstan Republic Health Ministry the biggest share of morbidity (43,5%) is belong to the diseases of the respiratory system (data of 2016). On the second and third place on morbidity are diseases of the urogenital system and digestive organs respectively.
Everyone knows that most diseases either arise from lack of movement, or could be treated due to the physical activity. In order to refill the lack of active movement was created the sport tourism. Thanks to this way of rest, many people restore their sports form, which allows them to be more resistant to various diseases.
Today’s tendency of sport and health tourism in Almaty region is to enter the weekend tours. Weekend tour is a diverse filling of the usual weekend by original content that can relieve the stress of everyday work, create a positive mood, increase your erudition and get a boost to new achievements. According to the statistics data, there are about 300 tour agencies in Almaty region. If before the main target of their work was outgoing tourism, now the priority direction is inner tourism. Weekend tours could be belonged to the sport and health tourism. The main spots for weekend tours in Almaty region now are Charyn Canyon, Turgen waterfalls, Lake Issyk, Big Almaty Lake, Kolsay lakes and Kayındı lake.
Sport and health tourism have all foundations to become a national type of tourism in our country, the goal of which is sports self-improvement in the process of overcoming natural obstacles. Thus, we can conclude that sports and health tourism contributes to the development of a sporty healthy body. Immediately recalled the famous expression: in a healthy body, a healthy spirit.
In order to bring up a healthy nation in the future, residents of Kazakhstan need to adhere to a healthy lifestyle already now. Thus, the development of sport and health tourism could play a crucial role in the formation of a healthy nation of our country.
“PEOPLE’S MAPS” AS A PLANNING AND PROJECTING TOOL IN TOURISM
Tukhtamov A.S.,
under supervision of D.Sc. in Geography Plokhikh R.V.
Al-Farabi Kazakh National University, Almaty
e-mail: adyl0810@gmail.com
As today’s world’s tourism progresses forward, more and more newly created and improved older technologies and software are implemented in tourism sphere. Since the essence of tourism in travelling and travelling often includes navigation, more new mapping tools are implemented nowadays. This includes «people’s maps», also called collaborative maps in Western literature. In general, these online services provide the Internet community of the world to create and edit various maps making them either accurate or unique. Such tools can be very useful in the development of tourism industry, since they can be used to provide and create systems of information about tourists and tourist flows; and also they can be used by tourists as tourist maps to navigate, leave reviews, choose from destination’s attractions and overall create comfortable experiences on tourism trips; moreover, people’s maps can be used by the providers of tourist services as a marketing tool to advertise their products, give information about it and gather feedback from
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tourists. The global tendency to rely on information found in digital sources, which include people’s maps, is creating great conditions for further improvement of people’s maps and for increasing their impact on the development of tourism industry. With the introduction of computer technology, the processes of drawing up and preparing maps for publication were combined. There was no need to make a high-quality hand-held copy of the published original. The design originally made on the computer makes it very easy to edit and correct the correction notes without degrading its quality. Advantages of computer technologies are not only the perfect quality of graphic works, but also high accuracy, a significant increase in labor productivity, an increase in the print quality of cartographic products. Collaborative mapping is the aggregation of Web mapping and user-generated content, from a group of individuals or entities, and can take several distinct forms. With the growth of technology for storing and sharing maps, collaborative maps have become competitors to commercial services, in the case of OpenStreetMap, or components of them, as in Google Map Maker and Yandex.Map editor. Tourist maps are one of the most widespread uses of GIS and online mapping, that is accessible and useful for a wide variety of people. Knowing that Tourism is one of the crucial industries to many communities around the world, having an interactive map with all the information necessary for tourists is of great use for all who take part in the related activities. Except for tourist maps, GIS can be also used for different planning and analyzing activities such as building tourist resorts and facilities. It is a great tool for tourist guides, who can have a good overview of important infrastructure, tourist offering, and historic places. They can also use maps for planning optimal routes for sightseeing and determining shortest distance between important places, and these are just some of the examples of potential uses of GIS in Tourism. Core functions include defining market areas and profiling customers. For tourism enterprises, market areas are geographically dispersed with many customers residing beyond the immediate area surrounding the attraction. Visualization and analysis of these distributed market areas are significantly enhanced by the capabilities of Geographic Information System (GIS) technology and help to support management objectives. Unfortunately, many businesses are unable to utilize GIS due to its complexity and expense. This study develops a decision support tool for tourism planning and marketing that is customized and easy to use, employs open source software to reduce expense, and allows for broad accessibility via web delivery. This functionality can be beneficial in developing or augmenting business plans or marketing strategies, and for informing tourism theory. Therefore, people’s mapping is useful for every side of tourism industry, which includes tourists themselves, government and tourist services and products providers.
BALLOON TOURS DEVELOPMENT IN KAZAKHSTAN
Turgan A.M.,
under supervision of Senior Lecturer Uvarova A.K.
Al-Farabi Kazakh National University, Almaty
e-mail: turgan_asem@mail.ru
Over the decades, tourism has experienced continued growth and deepening diversification to become one of the fastest growing economic sectors in the world. Nowadays, people are more aware of destinations and attractions, have money to spend, and need break from their routine stressful life. There are many regular gatherings of balloons and balloonists around the world. Most of these events are held on an annual basis. The festivities provide both a place for balloonists to interact as well as a venue for entertaining spectators. Events range in size from a few balloons and no spectators to hundreds of balloons with hundreds of thousands of spectators. Two such events are the Albuquerque International Balloon Fiesta and the Bristol Balloon Fiesta.
Weekend balloon tours are popular in countries, such as: USA (Napa valley), Turkey (Cappadocia), UAE (Dubai) and etc., etc. Hot air balloon tour gaining its popularity due to general public’s insatiable appetite for the adventure and romance of hot air balloons. Kazakhstan also has broad opportunities to develop Hot Balloon tours. Geographical characteristics of Kazakhstan, especially Almaty region contributes to the fact that emphases active leisure perspectives. Well known tourist sites as Charyn Сanyon, Ile Alatau, Zhetisu Alatau and etc. are the best places for Balloon tour performance.
For example, AST Kazakhstan Travel Agency is engaged in the organization of Balloons tours in Almaty. The balloon flight begins in picturesque places in the Kaskelen-Uzunagach region of Almaty Oblast. More than an hour tourists spend in a hot air balloon, tearing themselves away from the earth and earthly worries. For those to whom it seems extreme, instead of free flight on the balloon the Travel Agency offers a tethered flight. The ball, tied with several files, will raise tourists to a height of 30 meters. Tie-ups on a
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balloon are very attractive for holding mass events, and also attract special interest in adults and children who are vacationing in country holiday homes, boarding houses and pioneer camps in Almaty and the region. Flights on balloons are conducted by experienced pilots, participants of local and international competitions, and therefore are absolutely safe. Flights are held year-round with weather-relevant weather conditions (no precipitation, wind up to 7 m/s). The cost of a balloon flight in 2017-2018 (1 hour) for a group of 2, 3, 4 people varies from 105,000 KZT, 120,000 KZT, 140,000 KZT. The cost of lifting on an adhered balloon (1 hour) for a group of 20-50 people: from 150,000 KZT.
To conclude all above written, Balloon tour is a unique type of weekend adventure, which is splash of positive emotions, exciting and full of impressions. The idea of balloon tours aims for benefits of nature; however it's an ideal way to promote active style weekends for youth. Moreover, it's an innovative approach to meet requirements of sustainable ecotourism and domestic tourism in Kazakhstan. Hopefully with further research and refinement ecotourism will grow in success. It is a great opportunity to shift from outings and vacations that can often be isolated, wasteful and taxing on both the environment and its people. Balloon tours may incorporate visitors into the local environment and communities to build a relationship with the two without sacrificing enjoyment and satisfaction. Thus, the future of Balloon tours have perspective tendency, besides that Balloon tours can become an improve means of achieving conservation for sustainable development.
UNUSUAL HOTELS AS A DRIVE OF TOURISM PROMOTION
Turlybaeva Zh.B.,
under supervision of Senior Lecturer Uvarova A. K
AlFarabi Kazakh National University, Almaty
e-mail: zturlybaeva@list.ru
Unusual hotels have already become one of the bright sides of the hotel industry. Every tourist dreams to break the usual course of events. The hotel or hotel number should not return the tourist to the usual situation. There are many comfortable hotels and guesthouses in which visitor will spend a night or two with pleasure, leave a tip to caring staff, but in a few days’ visitor really cannot remember how the apartments looked. In order not to suffer such a "failure in memory" and for a long time to remember where, what and how the owners of hotels combined in their hotels and the wonders of architecture and sense of humor.
The world around us is changing rapidly, and the ways of traveling around the world change with them. The day will come, and the entire hotel industry will change beyond recognition. In a rapidly changing world, only those hotels that can offer their guests something incredible will remain. Tourists, bored with traditional hotels, today they have plenty to choose from. In modern tourism market companies cringe and die if they are unable to create an endless stream of new products. Thus, the constant productions of new products, services, technologies, management methods and incentives for employees, constant innovations are an indispensable condition for the survival and prosperity of hospitality industry as a whole.
The aim of the work is the investigation of unusual hotel industry in the world and in Kazakhstan and creation of classification of the most unusual, original hotels of the world. Objectives are as follows: overview the history of hotel industry, define unusual hotels of the world, analyze the classification of unusual hotels in the world, identify the best unusual hotels in the world, and determine perspectives of development of unusual hotels in Kazakhstan. This work has attempted to review the most rapid development of the hotel business and increased competition for customers, led to the emergence of a worldwide unique hotel, designed for lovers of unconventional recreation. Most of the research reviewed here on hotel industry has focused on unusual hotels and its impact on surrounding communities and economy.
The fantasy of travelers and creators of a wide variety of hotels, striving to attract tourists to their homes for the night, knows no bounds. The hotels located in the most unusual places and conditions have long been not a curiosity, the enumeration of possible accommodation options and the countries in which they are located can awaken curiosity and the desire to learn from their own experience unusual feelings. Today, there are examples of very successfully operating non-standard hotels on the market that are located: in ancient castles, monasteries and cathedrals (France, Italy, Spain, Romania, Germany, Austria, Czech Republic, Hungary, Switzerland, Great Britain, Netherlands, Portugal); in former prisons (Germany, Japan, USA, Italy, Argentina, Sweden, Latvia, Russia); in underground bunkers (Germany, Finland, Switzerland,
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China, USA, Hungary); on the roof of the museum (France); in barrels, in the manner of Diogenes' dwellings (Germany, the Netherlands) and etc.
Summarizing all above written, this scientific research has attempted to review the most rapid development of the hotel business and increased competition for customers, led to the emergence of a worldwide unique hotel, designed for lovers of unconventional recreation. The idea of development the unusual hotels aimed to promote tourism in the world and in Kazakhstan.
IMPACT OF THE GLOBAL CITIZENSHIP ON THE DEVELOPMENT
OF TOURISM INDUSTRY
Zhanabayeva P.V.,
under supervision of Senior Lecturer Sakypbek M.A.
Al-Farabi Kazakh National University, Almaty
e-mail: perizatnis98@gmail.com
The study examines the influence of the phenomena called “global citizenship” as a modern push factor on the imroving tourism industry, understanding the role of being world citizen for tourist and how it affects to their behavior. By the term “world citizenship”, it is not focused on the passport of a citizen of the world instead of that make accent on the meaning “development of local citizenship in the world arena”.
Tourism as an extended and irreplaceable part of the economy sector in almost all countries, occasionally, is becoming sphere that covers all kind of services needed for human life. There are various pieces of evidence related to social convergence between states that still strong due to tourism. Generally, the process of globalization also gives a push to the industry as a significant phenomenon in modern century. Therefore, mobility and rapidity of the global community show huge potential, intensively, where all the events taking place in the world became connected and exerts different influence on each other. The basic purposes of any nationality are creating the national identity and improve all indicators of success and peace. But how they do achieve that? It is keeping the strong relationship between state bodies and sharing global ideas. Consequently, an important factor for success in any society is the establishment and maintenance of connections between people.
Interaction of different social groups and keeping a balance between local and global identity has own term called “cosmopolitanism” which underlines theories of global citizenship. In this regard, tourism as a key driver of traveling and discovering of new, diverse social styles make an impulse to expanding citizens world outlook and giving an opportunity to be aware of being “global citizen” without labels. As a result, people share the pros and cons of the origin of this phenomenon, taking into account the prospects of tourism opportunities, as being one and whole, with the world and feel at home in any corner of the world.
It should be mentioned that, according to The World Tourism Organization (UNWTO), in 2014, international tourist arrivals had surpassed 1.1 billion, compared to 25 million in 1950; by 2030, the number of international tourist arrivals was expected to reach 1.8 billion yearly. While schools program’s teaching how to be global citizen and leader, tourism industry, to some extent, already expanding the amount of world citizen by basic structure, to be an international tourist, plus understand the importance of becoming globally-competent and take responsibility to respond to global crises.
Our individual human being recognizes that our essential rights flow not from the happenstance of nationality, but from our personal qualities taken from life experiences. For example, University of Liverpool opened multidisciplinary platform called “Citizens of Everywhere”, that argues range of issues – starting from challenges to national borders, the free movement of populations and identity, definitions of citizenship as well as the migrant crisis, turbulent geographies, trauma, internationalism in the age of globalization and etc. This project supports people to clearly discuss and debate about their own view about meaning and importance of “citizenship” in the well-known journal “The Guardian”, by stimulating picture of the community as a complex and where each person is part of that art, that have a choice participate to or not. As a result, the effects of global citizenship in a tourism already expanding fronts and it is taking different changes basis on it.
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MODERN STATE AND GEOGRAPHY OF WELLNESS AND SPA TOURISM DEVELOPMENT
Zhanseitova B.,
Supervised by Uaisova A.M.
Al-Farabi Kazakh National University, Almaty
e-mail: j.bota97@mail.ru
Modern tourism is a powerful industry that stands out among other sectors of the economy with high efficiency and sustainable development. Wellness is the direction of the health-improving industry, aimed not only at creating external beauty, but also for conducting internal psychological relaxation, stress relief. There are many reasons why wellness tourism has started booming. Combination of today's consuming life style and people's purchase power has led many people to seek for better ways to take care of themselves. Different wellness theories and practises start to be more widely accepted and people are more open to less “modern” wellness concepts, like spiritual practices.
The geography of medical and health tourism is extensive. In Europe these countries are offereing France, Italy, Germany, Austria, Switzerland, Hungary, Czech Republic, Slovakia, Slovenia, Croatia, Bulgaria, Poland. The resorts of Israel, Jordan, Tunisia, spa centers of Spain, Egypt and Turkey are very popular. South-East Asia offers tourists Thai massage, Indian Ayurveda, Tibetan and Chinese medicine.
Wellness world economic value has reached 3.7 trillion dollars. SPA economy, according to 2015 data, reached an average of 98.62 billion dollars, 2.150.147 million people in SPA more than 121,595 worldwide provide job opportunities.
Key sectors include: beauty,anti-aging; healthy eating, nutrition and weight loss, wellness tourism,fitness and mind-body, wellness lifestyle real estate, spa industry, thermal/mineral springs, workplace wellness.
In the market of Kazakhstan we can notice offers of medical and health tourism, but this part of tourism sector still developing. Spa and wellness tourism mostly developed in main cities such as, Almaty, Astana, Kokshetau and Aktau etc.
Trends which have greatly affected to the growth of wellness markets are ageing people, unhealthy people, failing medical systems, globalization and connection.
Wellness as a modern philosophical system of optimal well-being has developed not only in the form of theoretical constructions, but also specific technologies that provide a healthy lifestyle. Spa programs effectively solve not only various aesthetic problems, but also allow harmonizing the psycho - emotional sphere of a person during the procedure.
Baths were known and many other peoples, in particular in Muslim cities, there were places for special ritual ablutions, prescribed by Sharia, and simply hot baths as resting places. Different nations of the world have their own etiquette when visiting a bath. In 1980s, one of the largest health-improving bath complexes - "Arasan" was built in Almaty. It became one of the last projects of the brilliant "Kunayev" period of Kazakhstan architecture. Arasan wellness and SPA center is the leader of the spa and wellness industry. Spa is a "health through water".
There are plenty of opportunities to develop spa and wellness tourism in Kazakhstan and we suggest: development of infrastructures of spa and wellness centers or health resorts; development of the market of spa and wellness industry; increase the competitiveness of the domestic spa complex; promotion of spa and wellness services; optimization of the network of spa and wellness business units; improvement of the organization of spa treatment and rehabilitation of children; formation of market mechanisms in the sphere of spa and wellness industry; training and professional development of employees of spa and wellness centers.
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ЭКОЛОГИЯЛЫҚТУРИЗМЖӘНЕТҰРАҚТЫДАМУ ЭКОЛОГИЧЕСКИЙТУРИЗМИУСТОЙЧИВОЕРАЗВИТИЕ
ECOTOURISM AND SUSTAINABLE DEVELOPMENT
ЖОҢҒАР АЛАТАУЫ ҰЛТТЫҚ САЯБАҒЫНДАҒЫ ЭКОЛОГИЯЛЫҚ ТУРИЗМНІҢ ДАМУЫ
Жұмағұл А.Ж., г.ғ.к., проф. м.а. Алиева Ж.Н. жетекшілігімен
Әл-Фараби атындағы Қазақ ұлттық университеті, Алматы
e-mail: miracle_02@mail.ru
Туристің қажеттілігіне, қызығушылығына қарай туризм түрі бірнеше классификацияға бөлінеді, және қазіргі уақытта көптеген түрі бар. Туризм қарқынды даму үстінде, себебі туристер бос уақытын рекреациялық қажеттіліктерін қанағаттандыруға жұмсауда. Туризмнің өзіндік ерекшелігі бар бір түріне келер болсақ ол – экологиялық туризм. Экологиялық туризмнің негізгі мақсаты – табиғатқа теріс әсерін тигізбеу, ашық демалысты қолдау, туған өлкесінің мәдениетін зерттеу, табиғат қорғау шараларын қолдау, экологиялық білім беруді насихаттау, туристер үшін жеке аймақтардың тартымдылығын арттыру. Экологиялық туризмнің өзі бірнеше түрге бөлінеді: ғылыми, тарихи, белсенді, агротуризм, табиғи қорықтарға немесе саябақтарға бару. Қазіргі кезде шетелдік туристер, шетелдік компаниялар мен компания қызметкерлері Қазақстандық экотуризмге қызығушылық танытады. Қазақстандағы экологиялық туризм негізгі сектор болып табылады, және экономиканың өсуіне ықпалын тигізуде. Қазақстанның табиғи жағдайы экологиялық туризм түріне қолайлы аймақ ретінде қарастырылады. Соның бірі – Жоңғар Алатауы ұлттық саябағындағы экологиялық туризм. Жоңғар Алатауы ұлттық саябағы – Жетісу Алатауы жотасының солтүстік беткейінде орналасқан. 2010 жылы Қазақстан Республикасы Үкіметі қаулысының негізінде құрылды. Жоңғар-Алатау ұлттық табиғи саябағының территориясы - эстетикалық әдемілік жағынан таңқалдырарлық жер бұрышы, ол Қазақстандықтар үшін ғана емес, шет ел аймағынан келген туристер үшін де тамаша орын болып саналады. Саябақ биоалуантүрлілікті сақтау мен арнайы экологиялық, генетикалық, тарихи және эстетикалық құндылықтардың табиғи таулы ландшафтарын сақтау мақсатында құрылған. Саябақ таулы аймақтағы агробиологиялық әртүрлілікті шоғырландырудың маңызды орталығы болып табылады, оның ішінде ерекше орынға Сиверс алма ағаштары ие. Мыңдаған жылдар бойы сан түрлі таулы экологиялық жағдайда өскен бұл жабайы алма ағаштары қазіргі уақытта экологиялық қасиеттерге, дәмге, микроэлементтерге, дәрумендерге қойылатын ең жоғары талаптарға сай келетін генетикалық ресурс ретіндегі айрықша құндылық. Саябақтың 1,05% көлемін осы алма ағаштары қамтиды, тіпті Қызыл кітапқа енгізілген. Жоңғар Алатауы саябағына баратын туристер саны аз, аз болуы экологиялық туризммен саяхаттауға ең таптырмас мүмкіндік деп қарауға болады. Жоңғар Алатауындағы экологиялық туризм маршруты алма бақтарын аралаудан басталады. Сонымен қатар, саябақтың басты табиғаты шыршалы орман таулары және қылқан жапырақты сирек кездесетін өсімдіктер әлемінің эндемикалық флорасы мен фаунасын жатқызуға болады. Өсімдіктің сирек кездесетін 75%-ы осы саябақта таралған. Саябақ табиғат кешендері мен биологиялық алуандылықпен ғана емес, ол тарихи-мәдени мұраларға бай. Ұлттық саябақ территориясында орналасқан археологиялық ескерткіштерге келер болсақ, Үйгентас қорым – «Үйгентас» шекара бекетінен солтүстігіне қарай, Тентек өзенінің оң жақ жағалауында орналасқан. Үйгентас қорымына 150 қорғандар кіреді. Ал, табиғи ескерткіштер Ағынықатты өзенінің жоғарғы сағасында Жоғарғы және төменгі Жасылкөл орналасқан, Әулие тас – қасиетті «Әулие тас» Сарқан ауданының Екіаша
ауылынан 8км жерде таулы аймақтың ортасында орналасқан.
Қорытындылай келе, Жоңғар Алатау ұлттық саябағының жұмыстарының бірі -экологиялық ағарту және туризм қызметтерінің бағытын дамытумен байланысты. Саябақта экологиялық маңызы бар элементтер көрсетіледі, қазіргі уақытта туристік және рекреациялық пайдалану мақсатында 7 туристік маршрут белгіленген. Олар таулы, таулы-жаяу және су маршруттары жатқызылады.
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СОЦИАЛЬНЫЕ МЕДИА КАК РЕСУРС ДОСТИЖЕНИЯ УСТОЙЧИВОГО КОНКУРЕНТНОГО ПРЕИМУЩЕСТВА
Нұрұлы Е., Сапиева А.Ж.
Әл-Фараби атындағы Қазақ Ұлттық университеті eldar_nuruly@mail.ru
В80-е годы XX века в области изучения конкурентного преимущества был разработан новый подход. Основанный на анализе ресурсных возможностей, данный подход предполагает выбор одной фирмы, ее стратегию, ресурсы, сильные и слабые стороны как объекты исследования. Ресурсный подход – это подход к стратегическому анализу деятельности организации, в рамках которого уделяется большое внимание специфичным для организации ресурсам и компетенциям в контексте её конкурентного окружения. Главный тезис ресурсной концепции состоит в том, что устойчивый успех фирмы зависит от наличия у неё уникальных ресурсов и организационных способностей (компетенций), которые, являясь причиной недоступных соперникам экономических рент, определяют конкурентные преимущества данной фирмы.
Социальные медиа становятся широко распространенной практикой в современном мире. Но компании, в частности и туристские, часто применяют её, не осознавая стратегический аспект. Тем не менее, социальные медиа представляют собой ресурс, который обеспечивает достижение устойчивых конкурентных преимуществ. Например, через построение положительной репутации в социальных медиа.
Современный рынок наглядно показывает, что реализация конкурентных преимуществ компании
вменьшей степени, чем раньше, зависит от ее материальных активов. На первый план выступает эффективное использование грамотно сформированных нематериальных активов, в том числе, и такой их составляющей, как положительная репутация. По некоторым оценкам, иногда до 85% рыночной стоимости компании приходится на деловую репутацию. Одновременно происходит рост стоимости доли деловой репутации в общей цене компаний. Более того, со временем значение и ценность корпоративной репутации повышается. Так, изменение индекса репутации на 1% приводит к изменению рыночной стоимости компании на 3%. Таким образом, совершенно очевидна высокая значимость «репутационного» капитала для компаний, рассчитывающих на долгое и успешное существование в бизнес-среде.
Для положительной репутации фирмы как источника устойчивого конкурентного преимущества она должна быть ценной, редкой, неповторимой и не подлежащей замене. Если только небольшое количество конкурирующих фирм в одной и той же отрасли имеют положительную репутацию, то это редкий ресурс. Положительная репутация может быть следствием неформальных социальных отношений между компаниями и ключевыми заинтересованными сторонами, которые являются социально сложными, и обычно зависят от очень специфических исторических условий, которые трудно дублировать. В любом из этих случаев положительная репутация неповторима. Не существует проверенной альтернативы положительной репутации фирмы, следовательно, она не подлежит замене, и поэтому может стать источником устойчивого конкурентногопреимущества.
Всегодняшнюю эпоху социализации Интернета создание имиджа и формирование репутации становится все важнее и важнее для любой отрасли. Бренд – это не только название, но и репутация, репутация бренда – это важный ингредиент для достижения успеха. Социальные медиа – это тренд последних несколько лет. Рынок социальных медиа расширяется и постепенно приобретает массовое явление. Социальные медиа играют первостепенную роль в том, как люди обмениваются и получают информацию. Большинство людей используют социальные сервисы как инструмент для связи и обмена информацией со своими друзьями, но в тоже время присутствие брендов на таких площадках становится более явным.
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ҚОНАҚҮЙДІ ЭКО-СЕРТИФИКАТТАУ – ТУРИЗМДІ ЭКОЛОГИЯЛАНДЫРУДЫҢ НЕГІЗІ
Оңғар А., г.ғ.к., проф. м.а. Алиева Ж.Н. жетекшілігімен
Әл-Фараби атындағы Қазақ ұлттық университеті, Алматы
e-mail: ayajan_ongar@mail.ru
Табиғат туризм саласының негізгі құраушы элементі болғандықтан, қазіргі кезде табиғатта болып жатқан экологиялық жағдайлар туризм саласын да алаңдатпай қоймады және бұл мәселелердің оңтайлы шешімін іздестіруге мүмкіндік берді. Туризмді экологияландыру – туризмде қоршаған ортаны пайдалануды және ресурстарды тиімді пайдалануды қамтамасыз ететін өндіріс өсімінің әсерін азайтатын ең үнемді шешімдерді табудың көзі. Сонымен қатар туризмді экологияландыру туристік бизнестегі ресурстарды үнемдейтін технологиялар, туристік бизнестегі қалдықтарды өңдеу мен қайта өңдеудің заманауи технологиялары және туризмде көліктік қамтамасыз етуді экологияландыру бағыттары бойынша жүргізіледі. Туристі қонақ үйге орналастыру – туризм саласының басты қызметі, сондықтан да қонақ үйлер табиғатқа көбірек әсер етуші мекемелер болып саналады. Туризмді экологияландыру әрине қонақүй орындарын экологияландырудан басталады. Қонақүйлерде экологияландыру мынадай жұмыстармен жүргізіледі: қонақүйде жарықтандыруды автоматты түрде басқару (мысалы, келушілердің бар нөмірлерінің саны бойынша), маусымдық факторды ескере отырып, жылумен жабдықтауды автоматты реттеу, желдету жүйелерін дамытудағы ауа сапасы мен құрамының өзгеруін есепке алу, күн панельдерін пайдалану, т.б. Америка Құрама Штаттарында қонақүйлерде экологияландыруды қамтамасыз ететін эко-сертификаттау АҚШ-тың жасыл құрылыс кеңесі мекемесі (USGBC) бар. Ол қонақ үйлердің «эко-сертификат» дәрежесімен куәландырады, оларға жұлдызды рейтинг береді (ең көп таралған бағалау - қола). Американдық сарапшылар қонақүй ғимаратының құрылысы және бөлменің ішкі бөлігі құрылатын құрылыс материалдарының уыттылығына назарын аударады.
Халықаралық туризмде «жасыл» технологияларды жылжытуды Travelife Sustainability жүйесінің халықаралық ұйымы жүзеге асырады. Ұйым туристік кәсіпорындарды және қоршаған ортаны қорғау қызметімен айналысатын қонақ үйлерді ынталандырады және өздерінің клиенттері арасында экологиялық идеяларды насихаттайды. Travelife тұрақтылығы жүйесі өз қызметін қоршаған ортаны қорғау және дамыту саласындағы жетістіктеріне байланысты қатысушыларға (туристік кәсіпорындар мен тұру мекемелеріне) әртүрлі марапаттарды беретін экологиялық аудиттің арнайы әзірленген жүйесі арқылы жүзеге асырады. Бүгінгі күні жүйе 17 мыңға жуық қонақ үйлерді тіркеді, оның ішінде 1500 кәсіпорын толық экологиялық сараптамадан өтті және 500-ден астам экология саласындағы лайықты марапаттарға ие болды.
Қонақүйлерді тиімді экологияландыру эко-сетрификаттан өткен орналастыру орындарында жоғары деңгейде жүзеге асады. Қонақүй бизнесінің эксперті, А.А. Мусакинаның айтуы бойынша экоқонақүйлердің брендке айналғаны соншалық, қазіргі шетелдік туристер қонақ үйді таңдағанда оның эко-сертификатын негізге алатын көрінеді. Сонымен қатар соңғы экономикалық кризис уақытында Корнель университетінің жүргізген сауалнамасы бойынша халықтың 90% экологиялық таза өнімдерді тұтынуға және әр үшінші адам бұл өнімдерге 12% жоғары ақша төлейтіндері мәлім болған. Сондықтан да қонақүйлер қазіргі нарықтың талаптарына сай болу, қоршаған ортаны қорғау және келушілерді тарту мақсатында экологиялық стандарттарға сай болуға жағдай жасап, экосертификаттарды алуға ұмтылуда.
ОҢТҮСТІК ҚАЗАҚСТАН ОБЛЫСЫНЫҢ ЭКОТУРИЗМ ЖАҒДАЙЫНЫҢ ДАМУЫ
Рахметов Ж., г.ғ.к., проф. м.а. Алиева Ж.Н. жетекшілігімен
Әл Фараби атындағы Қазақ ұлттық университеті
e-mail:zhetkergen.99@mail.ru
Экотуризм - бұл жабайы табиғат әлеміне саяхат, адам аяғы сирек баратын орындарға серуендеу, бұл - адамның көзімен әлемге деген көзқарас десек те болады. Демалудың осы түрін қолдайтын адамдар эко-турларды жердің ең шеткі бұрыштарына сатып алады,олар табиғат қорықтарына және
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