INTERNET TRADING IN STRATEGIC MANAGEMENT

This study explores the strategic role of internet trading in the operations of Hawaii Miami Aquapark & SPA, a leading entertainment destination in Almaty, Kazakhstan. As digital platforms continue to reshape consumer behavior and business operations, the research aims to evaluate how internet trading contributes to revenue growth, customer engagement, and overall strategic management within the aquapark, with a specific focus on the impact of online sales channels, the effectiveness of social media marketing, and the purchasing patterns of visitors. To address these objectives, a mixed-methods approach was applied, combining the analysis of financial data from 2021 to 2024 with insights from a survey of 5,000 customers regarding purchasing behavior, visit frequency, and preferred marketing channels, alongside an evaluation of product-level website sales in 2024 to identify the most popular ticket categories and areas for potential growth. The findings reveal a steady increase in online sales, reflecting a growing customer preference for digital transactions, with Instagram emerging as the most influential platform for attracting and engaging customers, particularly among younger audiences. While full-day tickets accounted for the highest revenue, certain products, such as evening passes, demonstrated lower demand, pointing to opportunities for targeted promotions and pricing strategies. Based on these insights, the study provides practical recommendations to enhance digital marketing efforts, diversify product offerings, and strengthen the aquapark’s internet trading strategy to support sustainable business growth.