OPTIMIZATION OF TOURIST SERVICES IN THE CONDITIONS OF THE REPUBLIC OF KAZAKHSTAN

The relevance of the study is due to the need to use digital technologies to optimize tourism services in the Republic of Kazakhstan, which will increase competitiveness and quality of service in the tourism industry. The aim of the work is to develop a digital model aimed at improving the quality and accessibility of travel services. To achieve this goal, the following tasks were solved: analyzing the state of the tourism industry in Kazakhstan, researching existing global digital solutions, developing a digital optimization model and evaluating its effectiveness. Methods of comparative analysis, statistical analysis, modeling and expertise were used in the research process. The results of the work showed that the implementation of the proposed digital model contributes to improving the quality of tourist services, increasing the availability of information, and reducing the time and financial costs of booking services. The impact of digitalization on the tourism economy in Kazakhstan was also assessed, and prospects for expanding the use of digital solutions in the industry were identified. In conclusion, recommendations are made for further improvement of the digital model and the introduction of innovations to increase the competitiveness of the country’s tourism market. Keywords: digitalization of tourism, tourism services, optimization, modeling, innovation.