본문으로 바로가기

ALUMNI & GIVING

BACK TO LIST

Place Branding as a Strategy for Sustainable Economic Development: Analyzing the Case of Kazakhstan

  • Information
    Place Branding as a Strategy for Sustainable Economic Development: Analyzing the Case of Kazakhstan - Information
    Matched Team Team 86
    Name Aizhan Kazybayeva Country Kazakhstan
    Scholarship Corporate sponsorship Email Address aizhan.kazybayeva@gmail.com
    Year 2015 Program MDP
    Workplace Category Academia Workplace Almaty Management University
    Department School of Management Position Lecturer
  • Brief intro of project
    Place Branding as a Strategy for Sustainable Economic Development: Analyzing the Case of Kazakhstan - Brief intro of project
    Title Place Branding as a Strategy for Sustainable Economic Development: Analyzing the Case of Kazakhstan
    Sustainable Development Goals 11. Sustainable Cities and Communities
    Timely Global Issues 4. Find out Global Market
    Tourisem
    Summary of your project The ongoing socioeconomic and environmental changes have compelled various social actors to develop innovative strategies and practices to navigate an increasingly complex landscape. Among these strategies, the Sustainable Development Goals (SDGs), introduced by the United Nations in 2015, have emerged as a key framework for fostering inclusive socioeconomic development while ensuring sustainable environmental engagement. Notably, several SDGs emphasize entrepreneurship, innovation, and the vital role of cities in driving local economic growth (Global Entrepreneurship Monitor – GEM, 2023; Klopp & Petretta, 2017; United Nations, 2015).

    Cities are increasingly recognized as focal points for development, with impacts that extend beyond their geographic boundaries (Klopp & Petretta, 2017). This perspective underscores the importance of cultivating environments that facilitate entrepreneurial activities, which in turn generate economic, social, and environmental benefits (Wurth et al., 2022). Among these activities, tourism plays a particularly significant role, contributing to local economic stimulation, enhancing residents' quality of life (Krishnan, 2016), and supporting the preservation and development of natural infrastructure (Ogonowska & Torre, 2016).

    Within the tourism sector, one of the most widely implemented strategies for enhancing a locality’s distinctiveness and attracting investors, businesses, and visitors is Place Branding (PB). Defined as “a compendium of discourses and practices aimed at reconstituting nationhood through marketing and branding paradigms” (Kaneva, 2011, p. 188), PB is employed by cities to achieve tourism-related objectives. These include contemporary trends such as personalized urban tourism experiences (Duignan & Pappalepore, 2023), mundane tourism (Edensor, 2007), and sustainable tourism (Ogonowska & Torre, 2016). By leveraging PB to promote sustainable development through tourism and entrepreneurship, a location can establish itself as both environmentally responsible and economically dynamic.

    The objective of this project is to analyze and assess the place branding strategies of Kazakhstan as a means of stimulating sustainable economic development.
  • Alumni or organization want to cooperate with
    Place Branding as a Strategy for Sustainable Economic Development: Analyzing the Case of Kazakhstan - Alumni or organization want to cooperate with
    Specific alumni in mind No
    Specific nationality of the alumni in mind No
    Specific organization(s) / workplace(s) in mind No
    Specific work position(s) in mind No
  • Details of Cooperation Project
    Place Branding as a Strategy for Sustainable Economic Development: Analyzing the Case of Kazakhstan - Details of Cooperation Project
    Objective of the Project I am planning to publish an academic paper based on this project.
    Expected Benefits from the Project This project will help to advance academic research on Kazakhstan's place branding and enhance economic development by analysing performance of the country on SDGs.
    Anything you would like to inform the potential partner No