Agritourism in the Republic of Kazakhstan and Turkey: potential reserves

The purpose - a comprehensive study of rural tourism in Kazakhstan and Turkey was carried out, with an emphasis on identifying points and differences of institutional convergence, identifying mechanisms for improving efficiency. Methods - comparative and correlation analysis of official statistical data of recent years to study the dynamics of the development of the tourism sector of the two countries. National strategies, programs and regulatory acts of these states are analyzed to compare the means of state support, systems of regulation and implementation of innovations. The quality component was provided through interviews with industry experts (10 from each country), which made it possible to obtain expert assessments on digitalization, integration of ethno-cultural and environmental values, as well as identify the main drivers and barriers to expanding the scale of the tourism industry. Results - features of the current state, growth rates and structure of tourism in rural areas of the Republic of Kazakhstan and Turkey are shown. It was found that Turkey is distinguished by a developed system of state support, a high level of digitalization of services and widespread diversification of tourist products, including state-supported niche destinations (apitourism, gastrotourism). In Kazakhstan, there is a fragmentation of policies and limited introduction of digital platforms, but there are positive changes in the distribution of ethno-cultural and environmental forms of Tourism. The patterns of integration of local traditions into tourism activities are presented and the main factors of sustainability of the tourism industry are indicated. Conclusions - it is proved that the process of implementing the strategic goals and objectives of agritourism is possible through effective state support, active digital transformation, integration of local preferences and innovative proposals. Recommendations were developed to improve national strategies, taking into account modern international trends and best practices, promising innovations in rural entrepreneurship.