qainarQainar Journal of Social ScienceQainar Journal of Social Science2958-72122958-7220Q University10.58732/2958-7212-2025-3-60-78qainar-372Research ArticleСтатьиУстойчивость индустрии гостеприимства через управление туристкими потоками: кейс ТуркестанаThe Sustainability of the Hospitality Industry through the Management of Tourist Flows: The Case of Turkestanhttps://orcid.org/0000-0003-1985-3532КонырбековМ. Ж.KonyrbekovM. Zh.

PhD, ассоциированный профессор, главный ученый секретарь

Алматы

Medet Zh. Konyrbekov – PhD, Associate Professor, Chief Academic Secretary

Almaty

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

к.э.н.

Белгород

Irina V. Bogomazova – Cand. Sc. (Econ.)

Belgorod

bogomazova@bsuedu.ruhttps://orcid.org/0000-0001-6329-8404КлимоваТ. Б.KlimovaT. B.

к.э.н., доцент

Белгород

Tatyana B. Klimova – Cand. Sc. (Econ.), Associate Professor

Belgorod

tklimova@bsuedu.ruИнститут экономики КН МНВО РККазахстанInstitute of Economics CS MSHE RKKazakhstanБелгородский государственный национальный исследовательский университетРоссияBelgorod State National Research UniversityRussian Federation202504112025436078Copyright © Конырбеков М.Ж., Богомазова И.В., Климова Т.Б., 20252025Конырбеков М.Ж., Богомазова И.В., Климова Т.Б.Konyrbekov M.Z., Bogomazova I.V., Klimova T.B.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/372

Религиозно-культурный туризм рассматривается как стратегический инструмент развития дестинаций, сочетающий сохранение наследия с ростом сферы гостеприимства и креативных услуг. Туркестан (Казахстан) с Мавзолеем Ходжи Ахмета Ясави, объектом Всемирного наследия ЮНЕСКО, представляет показательный кейс влияния сакрального ядра на устойчивый спрос и локальную экономику сервиса. В статье используется смешанная методология: количественный анализ официальной статистики туризма и размещения, цифровых реестров посещений и помесячных/поквартальных рядов; качественные данные полуструктурированных интервью; анализ управленческой документации. Пространственный фокус – это ядро и прилегающие сервисные кластеры; период анализа охватывает 2018–2025 гг. Сезонный профиль посещаемости характеризуется двумя пиками и «плечевыми» месяцами, в которые программирование и пакетирование туристских продуктов увеличивают среднюю длительность пребывания и выравнивают загрузку. Давление посетителей концентрируется в узких зонах и часах; внедрение тайм-слотов, предварительного бронирования и «тихих часов» способствует более равномерному распределению визитов без снижения суточного итога. Наибольшая плотность сервисов наблюдается у ядра; в экскурсиях, ремёслах, гастрономии и малом размещении преобладают МСП. Приоритеты политики включают институционализацию инструментов управления потоками, развитие интерпретации и мультиязычного контента, поддержку возможностей МСП в «поясе опыта» и интеграцию административных данных для постоянного мониторинга. Такая конфигурация согласует сохранение целостности наследия с устойчивыми результатами индустрии гостеприимства Туркестана.

Religious and cultural tourism is considered as a strategic tool for the development of destinations, combining the preservation of heritage with the growth of hospitality and creative services. Turkestan (Kazakhstan), with the Mausoleum of Khoja Akhmet Yasawi, a UNESCO World Heritage Site, presents an illustrative case study of the impact of the sacred core on sustainable demand and the local economy of service. The article uses a mixed methodology: a quantitative analysis of official tourism and accommodation statistics, digital registers of visits, and monthly/quarterly series.; qualitative data from semi-structured interviews; analysis of management documentation. The spatial focus is the core and adjacent service clusters; the analysis period covers 2018-2025. The seasonal attendance profile is characterized by two peaks and “shoulder” months, in which the programming and packaging of tourist products increase the average length of stay and equalize the load. The pressure of visitors is concentrated in narrow areas and hours; the introduction of time slots, pre-booking and “quiet hours” contributes to a more even distribution of visits without reducing the daily total. The largest density of services is observed in the core; in excursions, crafts, gastronomy and small accommodation, SMEs predominate. Policy priorities include the institutionalization of flow management tools, the development of interpretation and multilingual content, support for SME capabilities in the “experience belt” and the integration of administrative data for ongoing monitoring. This configuration aligns the preservation of heritage integrity with the sustainable results of the Turkestan hospitality industry.

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