qainarQainar Journal of Social ScienceQainar Journal of Social Science2958-72122958-7220Q University10.58732/2958-7212-2025-2-46-59qainar-356Research ArticleСтатьиИнновации и цифровизация в индустрии гостеприимства КазахстанаInnovation and Digitalization in the Hospitality Industry of Kazakhstanhttps://orcid.org/0000-0003-1985-3532КонырбековМ. Ж.KonyrbekovM.

PhD, ассоциированный профессор, главный ученый секретарь 

Алматы

Medet Konyrbekov – PhD, Associate Professor, Chief Academic Secretary 

Almaty 

konyrbekov.m@gmail.comhttps://orcid.org/0009-0001-1876-109XБогомазоваИ. В.BogomazovaI.

к.э.н.

Белгород 

Irina Bogomazova – Candidate of Economic Sciences (PhD equivalent) 

Belgorod 

bogomazova@bsuedu.ruИнститут экономики КН МНВО РККазахстанInstitute of Economics CS MSHE RKKazakhstanБелгородский государственный национальный исследовательский университетРоссияBelgorod State National Research UniversityRussian Federation202523102025424659Copyright © Конырбеков М.Ж., Богомазова И.В., 20252025Конырбеков М.Ж., Богомазова И.В.Konyrbekov M., Bogomazova I.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.journal-kainar.kz/jour/article/view/356

В условиях глобальной цифровой трансформации индустрия гостеприимства переживает глубокие изменения, где инновации становятся ключевым фактором конкурентоспособности и качества обслуживания. Казахстан, обладая значительным туристическим потенциалом, активно внедряет цифровые технологии, включая системы онлайн-бронирования, искусственный интеллект и аналитические платформы. В исследовании рассматривается значение цифровизации для повышения эффективности, устойчивости и сервисных стандартов гостиничной отрасли Казахстана. Методологическая основа исследования включает статистический анализ, контент-анализ и сравнительный метод. Использованы данные Бюро национальной статистики РК, Министерства туризма и спорта, а также отчёты Всемирной туристской организации (UNWTO). В работе проведён анализ кейсов казахстанских гостиниц и туристских платформ, применяющих цифровые решения (eQonaq, Smart Tourism). Результаты - Выявлен устойчивый рост уровня цифровизации: за период 2019–2024 гг. количество онлайн-бронирований увеличилось на 42%, расходы на цифровой маркетинг — на 35%. Крупные гостиничные сети демонстрируют высокий уровень автоматизации, тогда как региональные и малые объекты размещения сталкиваются с ограничениями в кадрах и технологиях. Обсуждение и выводы - Результаты показывают, что цифровизация является стратегическим приоритетом развития туристической отрасли Казахстана. Внедрение инноваций способствует повышению эффективности управления, персонализации услуг и международной конкурентоспособности. Для ускорения цифровой трансформации необходимы государственная поддержка, развитие профессиональных компетенций и расширение партнёрства между государственным и частным секторами.

In the context of global digital transformation, the hospitality industry is undergoing rapid modernization, with innovations becoming a key factor in competitiveness and customer satisfaction. Kazakhstan, possessing significant tourism potential, is actively integrating digital tools such as online booking systems, artificial intelligence, and data analytics into its tourism infrastructure. The study addresses the relevance of digitalization for enhancing service quality and sustainable growth in Kazakhstan’s hospitality sector. The research is based on a mixedmethods approach combining statistical analysis, content review, and comparative methods. Data from the Bureau of National Statistics of the Republic of Kazakhstan, the Ministry of Tourism and Sports, and the World Tourism Organisation (UNWTO) reports were used. The study also includes case analyses of Kazakhstani hotels and platforms implementing digital solutions such as eQonaq and Smart Tourism. The results reveal a gradual increase in digital adoption across the hospitality sector, with large hotel chains showing high automation levels and small enterprises facing technological and human resource constraints. Between 2019 and 2024, the number of online bookings in Kazakhstan increased by 42%, while digital marketing expenditures grew by 35%. Despite these improvements, regional disparities and limited staff training remain significant barriers. The findings emphasize the importance of systematic digital transformation as a strategic priority for Kazakhstan’s tourism development. Effective integration of digital innovations can enhance operational efficiency, customer experience, and global competitiveness. The study concludes that state support, public-private partnerships, and professional training programs are critical for accelerating the digitalization of the hospitality industry.

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The authors declare that there are no conflicts of interest present.