Methodological and Practical Basis for the Formation of a Matrix of Attractiveness of Tourist Sites and Its Role in the Process of Implementing Educational Tourism in the Education System of Higher Education Students

The article develops a methodological and practical basis for assessing the attractiveness of regional tourist sites from the point of view of educational tourism. An assessment methodology was created, including groups of criteria and sub-criteria (6 and 53, respectively), selected based on expert evaluation; a matrix was formed, allowing us to calculate integral indicators step by step, which was tested on the example of 50 objects of five regions of Kazakhstan (Central, Northern, Southern, Western and Eastern). In addition, the article implements hierarchical cluster analysis on three blocks of parameters: the first—indicators characterizing the level of education development in the context of 17 regions and 3 cities of republican significance; the second—indicators reflecting the cultural development of the country’s regions; the third—parameters showing the level of development of tourism activities in the regions of Kazakhstan, which allowed us to obtain three clusters that can be used to develop recommendations for the development of education in the regions of Kazakhstan. As a conceptual complementary component of the system of implementation of educational tourism, an audio guide “Tourist sites of Karaganda” was developed and uploaded on the izi.Travel platform.