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This article deals with the tourism industry potential and its prospects in the Republic of Kazakhstan. In this article the statistics of our country, the condition and dynamics of tourism industry were analyzed. The authors review the role of natural resources, historical, cultural and architectural attractions in Kazakhstan.
A necessary condition for tourism development is the tourism potential which can be measured in different scales: at the level of the world, country, region, etc. The tourism potential means the totality of natural, cultural, historical and socio-economic background for the organization of tourist activity in the particular area [1].
Basic characteristics of tourism do not have any fundamental differences from other forms of economic activity. Therefore all the substantive provisions of the modern marketing can be fully applied in tourism. At the same time there is specificity in tourism that distinguishes it not only on trade in goods, but also from other forms of trade in services. A main point is trade in services and goods (according to experts the share of services accounts for 75%, goods - 25%), as well as particular nature of tourism services and goods consumption in the place of their production. The business success in the tourism market is primarily determined by an attractive tourist product. The term "product" reflects the quality or the nature of concrete and abstract things. But the tourism product at the same time is a very complex set of heterogeneous elements:
- natural resources, historical, cultural and architectural attractions that can attract tourists and stimulate for travelling;
- equipment such as tourist accommodation, restaurants, recreational equipment, sport, etc. which in itself is not a factor in travel motivation, but in its absence there are numerous obstacles to a possible trip;
- means of travelling which depends on different types of transport used by tourists. These possibilities are evaluated more in speed of movement [2].
A natural recreational resource of the area is one of the leading backgrounds for tourism development. Mainly, the following facts can attract tourists:
- high quality of the recreation is provided by diverse opportunities (medical, sport, educational, aesthetic, etc.);
- pristinity, singularity and identity of the recreational resources determine its values;
- the human need to communicate with "wildlife" is...