COMMUNICATIVE CREATIVITY OF SPECIALISTS IN THE FIELD OF TOURISM AND HOSPITALITY IN TURKESTAN: INDICATOR OF THE SERVICE QUALITY

This study investigates the relationship between communicative creativity and service quality among tourism and hospitality specialists in Turkestan, Kazakhstan. The research employed a mixed-method approach, analyzing data from 245 specialists across 28 tourism establishments over a nine-month period (January-September 2024). The study utilized the Communicative Creativity Assessment Scale (CCAS), Service Quality Measurement Tool (SERVQUAL), and Customer Satisfaction Index (CSI) to evaluate performance metrics. Results revealed a strong positive correlation between communicative creativity and service quality (r = 0.78, p <0.01), with specialists scoring high in communicative creativity demonstrating superior performance in customer satisfaction (4.6/5.0 vs 3.4/5.0), problem resolution (92% vs 67%), and cultural adaptation (4.8/5.0 vs 3.2/5.0). Longitudinal analysis showed significant improve ent in communicative creativity scores following targeted training interventions, with mean scores increasing from 3.4/5.0 to 4.3/5.0 (p <0.001). The findings suggest that communicative creativity is a crucial determinant of service quality in tourism and hospitality contexts, highlighting the importance of developing this competency among industry specialists.