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Territorial image and branding as tools for developing Western Kazakhstan as a tourist destination

With the development of tourism it has been necessary modernization of ways
 on being attended by tourists. Comparatively new method of influencing to a
 customer is branding, has been the most significant process in terms of
 promotion, which identify features of exact territory in contribution of
 competitive activities for being attractive for tourists. The article is
 aimed to identify the existing and promising tourist brands of Western
 Kazakhstan. Since territorial branding is a key factor in the development of
 tourism industry, the authors conducted a survey among respondents from
 different regions of Kazakhstan to identify potential tourist brands, main
 associations, as well as challenges and opportunities for recreation and
 tourism. The research was carried out using the Google Forms platform and
 sociological survey. The research results prove that there are unofficial
 leading brands in the region, which are likely to become the region?s
 official tourist symbols. Besides, both favorable and unfavorable factors
 for recreation demonstrate the controversial development of tourism industry
 in the research area. Creation, development, and promotion of a tourist
 brand plays an important role in the tourism and recreation area. This
 contributes to strengthening the tourist destination image in the tourism
 market.