Analyze of present Kazakhstan’s position

                              

                        The research of hotel management in Kazakhstan

         Improving the system of marketing and brand awareness in the hospitality                  

                                             Industry in Kazakhstan

                                 Case study hotel complex "Kumbel"

 

 

 

 

                 By

 

                                                    Zhakypov Bakyt

 

 

                                      

 

 

 

 

 

 

 

 

 

 

 

                              DISSERTATION

 

                     Supervisor Declaration Form

 

 

Student Name : BAKYT ZHAKYPOV

Supervisor Name : 

 

I acknowledge that the above named student has regularly attended the planned meetings and actively engaged in the dissertation supervision process. They have provided regular timely draft chapters of the dissertation and followed given guidance.

 

I confirm that I have approved the dissertation title specified below.

 

 

Title of dissertation:

An investigation into the effects of hotel management, brand awareness, consumers’ attitude in Kazakhstan and complex marketing research intention: Case study of ’Kumbel’ hotel in Almaty.

 

 

Signed …………………………………….

 

Date ……………………………………… 

 

                                         

                                               ABSTRACT

 

Kazakhstan with its unique natural resources and unique culture of the nomadic people has a huge untapped potential for tourism development in the international and regional markets. Tourism potential of recreational resources and historical and cultural heritage can harmoniously integrate the country into the international tourism market and to achieve rapid development of tourism in the country. This will ensure steady growth in employment and incomes, encourage the development of tourism-related industries, and increase the flow of investments into the national economy.

The tourism industry in the Republic of Kazakhstan on the state level is recognized as one of the priority sectors of the economy. Thus, in the implementation of industrial-innovative development of the country's leading role is played by the system of clusters, in particular tourism cluster. Modern trends in the development of the industry is such that tourists are well studied most famous resorts in the world, aspire to those countries where the tourism sector is just beginning to develop. From this position the growing attractiveness of Kazakhstan.

Head of the State Nursultan Nazarbayev noted the need to develop a plan for the creation and development of the tourism cluster.

Since independence in Kazakhstan has put the basis for regulation of tourist activity and the revival of the historical and cultural heritage of the nation.

Today, the development of tourism in the Republic of Kazakhstan is ensured by the Republic of Kazakhstan "On Tourism" on July 3, 1992 N 1508-XII, Decrees of the President of the Republic of Kazakhstan "On the implementation of the Tashkent Declaration of Heads of Turkic-speaking countries, the UNESCO and the World Tourism Organization on the development of tourism infrastructure on the Silk Road in the Republic of Kazakhstan "dated April 30, 1997 N 3476 and" State Programme of the Republic of Kazakhstan "Revival of the historic centres of the Silk Road, the preservation and successive development of the cultural heritage of Turkic-speaking States, the creation of tourism infrastructure" of February 27, 1998 N 3859 [30, 39].

The adoption of these instruments had a positive impact on the development of Kazakhstan's tourism market.

One of the steps in the development of international relations in the tourism sector is the entry of Kazakhstan in 1993 as a full member to the World Tourism Organization, international agreements on cooperation in the field of tourism. It should be noted that some agreements initiated by foreign governments, finding Kazakhstan promising partner with great potential for tourism.

 

 

ACKNOWLEDGEMENT

 

From stating of problem to completion of my dissertation, first of all, I am extremely grateful to my supervisor Mr. Rajendra Kumar for his very useful supervision and a lot of vital recommendations in doing this dissertation since the beginning. I am willing to acknowledge all of my support and encouragement from my family who are always beside me and also my friends who gave me their help and recommendation and so many more. Finally, I am really thankful to all of the respondents who provided me their valuable time to fulfill this research questionnaire. If there were not all my supporters above, this dissertation would not be successfully completed on time.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

CONTENTS

 

Chapter                   Page

CHAPTER 1 INTRODUCTION        

1. RESEARCH BACKGROUND                                                                7      
2. COUNTRY BACKGROUND                                                                 8      
3. AIM AND OBJECTIVES OF THIS RESEARCH                                       9   
4. RESEARCH QUESTIONS                                                                12      
5. RATIONALE FOR THE PROPOSAL STUDY                                                12     
6. DISSERTATION STRUCTURE                                                                      13      

 

CHAPTER 2 LITERATURE REVIEW                                                                15      

1. INTRODUCTION                                                                            15       
2. Analyze of present Kazakhstan’s position                                                19
3. Organization and Specific performance of a small hotel

                2.3.1 Definition

                       2.3.2 General terms and requirements for the organization of small hotels, motels, boarding houses.                                                                                                                    20

        2.4 FEATURES AND MANAGEMENT ISSUES IN THE HOTEL BUSINESS.           22 

                         2.4.1 Administrative roles in the management systems.                         24

                         2.4.2 Features of management in the hotel industry.                              27                   2.4.3 Organizational function.                                                                                            28

                          2.4.4 Monitoring functions.                                                                       29

                  2.4.5 Management style of the managers                                               31

                2.4.6 The organizational structure of the hotel enterprise    

        2.5 BRAND AWARENESS OF THE HOTEL                                                  33     

1. Definitiоn                34
2. Brаnd recоgnitiоn                                                         34   
3. Types of brаnd аwаreness                                               35       

 

2.6            EFFECTIVENESS OF MANAGEMENT                                                       36

                    Case study hotel complex "Kumbel"

 

CHAPTER 3 RESEARCH METHODOLOGY                                                                 41     

1. INTRODUCTION                                                                  41     

                                3.1.1 The principles of the organizational structure of the hotel enterprise    

2. RESEARCH STRATEGY                                                                                42
3. DATA ANALYSIS                                                                               43      

 

CHAPTER 4 DATA ANALYSIS AND FINDING                                                      44    

1. INTRODUCTION                                                                   44     
2. INTERVIEW RESULTS (Qualitative Analysis)    
3. QUESTIONNAIRE RESULTS (Quantitative Analysis)     
4. HYPOTHESES TESTING       

 

CHAPTER 5 CONCLUSION, RECOMMENDATION, AND LIMITATION 45

1. CONCLUSION         
2. LINKING RESEARCH FINDINGS WITH RESEARCH QUESTIONS,                            AIMS AND OBJECTIVES                                                                           47

5.3           RECOMMENDATIONS FOR HOTEL INDUSTRY IN TERM

OF EFFECTIVE STRATEGY                                                                                     48

      

            5.4        RECOMMENDATION FOR FURTHER RESEARCH                            49      

BIBLIOGRAPHY                                                                                                         51                 

 

                                                                   CHAPTER 1

INTRODUCTION

 

1. RESEARCH BACKGROUND

 

Kazakhstan has all opportunities for the successful development of the hotel industry. The rich history of the republic, rare historical monuments, unique culture, political stability and relative openness and willingness to cooperate - all this could lead to the intensive development in a tourist sector and hotel industry.

The study and analysis of the formation and development of hotel business in Kazakhstan led to the following conclusions and suggestions:

1. In the management of the hotel business is clearly visible three received distribution areas:

a) To fill the hotels and provide maximum clean hotel services (22% of the hotel);

b) Diversified management (56%);

c) The implicit control, symbiosis first and second directions (22%).

The main trends of the Hospitality Industry in Kazakhstan, only to be crystallized in the last decade include the following:

- Increasing specialization of hotel and restaurant offers;

- The formation of international hotel and restaurant tract;

- The development of a network of small businesses;

introduction to the hospitality industry new computer technologies.

2. Analysis of the situation with the functioning of hotel complexes in Almaty in the positions "afloat" and "upward" allow with sufficient basis to say, that the efficiency of the hotel business is related primarily to the degree of efficiency of its management.

3. Creating a management infrastructure is not associated with a major investment, and requires, above all, the availability of managerial capacity presented highly professional staff of managers, the deficit of which the hotel industry felt more acutely, which consequently affects the severity of the problems in this area.

4. Business hotel services as a form of business activity was closest to the market fluctuations of supply and demand. For independent companies providing hotel services, there is the possibility of a grading system for service on the market.

National tourism market today has a number of pressing issues, namely [3]: 1) the low quality of service in tourist facilities, i.e. personnel tourist facilities lack the skills of hospitality, knowledge of English, 2) inadequate education and relations of production leads to a mismatch of labor market needs for skilled personnel for the tourism industry and supply, and 3) the lack of workers with the tourism education in some travel agencies, and 4) inadequate tourism education. There is lack of development of scientific and methodological material and technical base of educational institutions.

Figure 1.1: Number of tourists entering Kazakhstan

Extensive growth of figures of inbound tourism in Kazakhstan at this stage was determined by the following factors:

- Simplification of visa procedures, removal of restrictions on travel of citizens of Kazakhstan;

- Accelerating processing of travel documents;

- The emergence and increasing social stratum of the population that has the financial capacity to travel abroad;

- Reorientation of travel for citizens of Kazakhstan with domestic tourism market and the market of the CIS countries to foreign markets due to a rise in price of permits to local resorts, increase in transportation tariffs;

- The use of foreign travel solutions for material and domestic problems, the completion of the Kazakhstan market of consumer goods.

According to statistics from the World Tourism Organization in the last decades they have seen steady growth of international tourism. On average, the global tourist business increases by 3-4% per year, despite the place from time to time global and regional crises. Meanwhile, Kazakhstan itself is of interest in terms of tourism. The rich history of the republic, starting from the first century BC, rare material historical monuments, unique culture, political stability, openness of the Republic and its willingness to cooperate - all this to the intensive development of tourism industry.

 

 

2. COUNTRY BACKGROUND

Kazakhstan - the ninth largest country in the world in which everything - from snow and ice to the sand dunes and mountains could be found. It's unique range of natural landscapes that are amazingly diverse, endless opportunities for outdoor activities. Kazakhstan has so many amazing places, that they can hardly be "covered" even a few holiday seasons. "Nomadic life" can be a lifetime. For example, to go along with archaeological expeditions to know the Bronze Age or early Iron Age. Then visit the monuments of modern history, such as the launch sites at Baikonur. After inspect underground mosques and chalk mountains in the Atyrau region, mausoleums eastern lords, to feel a spiritual connection to the sacred for all Turks a grave Korkyt-ata, to make a pilgrimage to the mausoleum of Ahmed Iassaui. You can compare your feelings down in the deep canyons and climbing peaks, meet shepherds and hereditary artisans, whose life did not change the century. Those who wish to try the romance of the past, can, riding horses or camels, to go through the mountains, deserts and steppes.

As you know in 2011, Kazakhstan hosted the Asian Games. Selecting the next host country of the white Asian Games was not accidental, as one of the priorities in the country was and is promoting winter sports. In the 50's. last century in Kazakhstan Medeo Mountain at an altitude 1691 m above sea level, Soviet architects created a unique sports complex. The main highlight of this building for decades here attracts outdoor enthusiasts from all over the country and foreign countries, is the world's largest skating rink with artificial ice. The total area of ​​the ice rink of the field is 10.5 thousand m ². The unique system of artificial freezing, allows you to save high quality cover more than 8 months a year. During the existence of the Sport Complex "Medeu" on his rink was set 170 world records.

Another major attraction of the sport in Kazakhstan, as relevant to the winter holidays, is a ski resort "Shymbulak". The resort is located in the Trans-Ili Alatau gorge (25 km from Almaty). Snow is from November to May. More than three hundred days a year on "Shymbulak" recorded sunshine. Snow on the mountain slopes on average 150 cm ski slopes equipped with chair lifts. The resort hotel is working with the same name that can simultaneously accommodate up to 114 visitors.

At the present stage of development of tourism in Kazakhstan is becoming more attractive to businesses, athletes, scholars, lovers of extreme tourism, as well as for people interested in the history and the present day countries located on the Silk Road.

One of the most attractive resources for travelers abroad is Kazakh Mountains.

In addition to natural attractions, Kazakhstan is rich in historical and cultural monuments located on the Silk Road, which have global significance. Organization of transit tours on the Great Silk Road is particularly relevant, as it will give Kazakhstan an opportunity of entering the zone of interest in countries such as Japan, Malaysia, China, Korea and European countries.

International tourism is now one of the fastest growing industries in of foreign economic activity. [3] The steady growth of tourism impact on the world economy as a whole, and on the economies of individual countries and regions is one of the most significant, permanent and long-term trends, which accompanies the formation and development of the world economy. It becomes apparent transformation into a major tourism independent branch of the national economy, which seeks to meet the specific needs of the population. The variety of these needs are met, not only tourist enterprises, and companies in other industries, which makes the importance of tourism as a factor multiplier effects on the economy. Tourism is one of the factors of global integration, and tourist business is now becoming a significant sector of the economy. [4]

The tourism industry in the Republic of Kazakhstan on the state level is recognized as one of the priority sectors of the economy. Thus, in the implementation of industrial-innovative development of the country's leading role is played by the system of clusters, in particular tourism cluster. Modern trends in the development of the industry is such that tourists are well studied most famous resorts in the world, aspire to those countries where the tourism sector is just beginning to develop. From this position the growing attractiveness of Kazakhstan. Today Kazakhstan is providing almost all existing types of tourism - educational, entertainment, ethnic, environmental and others. Tourist offers a large number of travel routes on the territory of Kazakhstan. Take, southern Kazakhstan. How not to pass on his gold ring? In the fertile oasis of the southern steppes, at the junction of nomadic and sedentary civilizations existed ancient cities of the world. For centuries this land was held system of ancient caravan routes leading from China to the Middle East and Europe.

Another focus of the tourism industry of the country, which in recent years has received a significant boost to the development, is water tourism. Kazakhstan - is not only the steppe region, it is also a land of rivers and lakes. The largest number of reservoirs is concentrated in the south-east of the country in the region with a symbolic name Zhetysu - Seven Rivers. Almost all the rivers belong to the basin Zhetysu Lake Balkhash. Of them very popular among tourists (both local and foreign) are: Or, Charyn, Cox Karatal and Chilik.

River Or is formed from two rivers - Tekes (Kazakhstan) and Kunges (China). It originates in the mountains of China, flows through Kazakhstan (the length of the Kazakh section of the river 815 km) and empties into Lake Balkhash. Or is the third river by volume in Kazakhstan, losing on this indicator only world famous Irtysh and Ural.

The entire territory of the Republic of Kazakhstan is divided into five attractive for many tourists areas which are: North Kazakhstan, South Kazakhstan, West Kazakhstan, East Kazakhstan and Central Kazakhstan. Describe in detail each area.