espEconomy: strategy and practiceEconomy: strategy and practice1997-99672663-550XИнститут экономики10.51176/1997-9967-2026-1-51-64esp-1838Research ArticleМЕНЕДЖМЕНТ И МАРКЕТИНГMANAGEMENT AND MARKETINGСтратегическое реагирование на кризис в туризме: влияние географического контекста и маркетинговой активностиStrategic Crisis Response in Tourism: The Role of Location and Marketing Activitieshttps://orcid.org/0000-0003-0222-9899АхметбаеваА. А.AkhmetbayevaA. A.

Ахметбаева А.А. – PhD докторант, исследователь 

пр. Абая 2, Алматы

Aisha A. Akhmetbayeva – PhD student, Researcher

Almaty

a.akhmetbayeva@kimep.kzhttps://orcid.org/0000-0002-1865-4681СпанкуловаЛ. С.SpankulovaL. S.

Спанкулова Л.С. – д.э.н., профессор

пр. аль-Фараби 71, Алматы

Lazat S. Spankulova – Doc. Sc. (Econ.), Professor

Almaty

lyazzat.spankulova@kaznu.kzУниверситет КИМЭПКазахстанKIMEP UniversityKazakhstanКазахский Национальный Университет им. Аль-ФарабиКазахстанAl-Farabi Kazakh National UniversityKazakhstan2026050420262115164Copyright © Ахметбаева А.А., Спанкулова Л.С., 20262026Ахметбаева А.А., Спанкулова Л.С.Akhmetbayeva A.A., Spankulova L.S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://esp.ieconom.kz/jour/article/view/1838

В условиях роста частоты и глубины кризисных потрясений особую актуальность приобретает анализ факторов, определяющих восстановление предприятий туристской отрасли в различных институциональных контекстах. Целью исследования является оценка влияния географического положения и маркетинговых активностей на антикризисную адаптацию и динамику выручки туристских организаций, а также анализ взаимосвязи между операционными изменениями и маркетинговыми стратегиями в период кризиса. Методология исследования основана на применении структурного моделирования (далее – SEM), позволяющего одновременно оценить прямые, косвенные и модерационные эффекты между ключевыми переменными. Эмпирическая база исследования включает данные опроса 342 туристских организаций из 40 стран, в том числе 187 компаний, зарегистрированных в Казахстане (54,7%), и 155 компаний из других стран (45,3%). Данные были собраны в 2025 году с использованием анкетирования и охватывают маркетинговые активности, операционные изменения, кризисные вызовы, географическое положение и субъективную оценку влияния кризиса на выручку. Результаты исследования показали, что географическое положение является единственным статистически значимым предиктором изменения выручки (β = −0,157; p = 0,004): компании, функционирующие в Казахстане, в среднем демонстрировали более высокие показатели выручки по сравнению с организациями из других стран. Маркетинговые активности оказались наиболее сильным фактором, влияющим на реализацию операционных изменений (β = 0,385; p < 0,001). Полученные результаты указывают на необходимость разработки контекстно-специфичных антикризисных стратегий и подтверждают роль маркетинговых активностей, как ключевого фактора организационной адаптивности, а не прямого источника финансового восстановления. 

With the increasing frequency and depth of crisis shocks, the analysis of factors that determine the recovery of tourism industry enterprises across various institutional contexts is becoming particularly relevant. The purpose of the study is to assess the impact of geographical location and marketing activities on anti-crisis adaptation and revenue dynamics of tourism organizations, and to analyze the relationship between operational changes and marketing strategies during the crisis. The research methodology is based on structural equation modeling (hereinafter – SEM), which enables simultaneous assessment of direct, indirect, and moderating effects among key variables. The empirical base of the study includes data from a survey of 342 tourism organizations from 40 countries, including 187 companies registered in Kazakhstan (54.7%) and 155 companies from other countries (45.3%). The data were collected in 2025 using a questionnaire and cover marketing activities, operational changes, crisis challenges, geographical location, and a subjective assessment of the crisis's impact on revenue. The results of the study showed that geographical location is the only statistically significant predictor of revenue changes (β = -0.157; p = 0.004): companies operating in Kazakhstan, on average, demonstrated higher revenue indicators compared with organizations from other countries. Marketing activities proved to be the strongest factor influencing the implementation of operational changes (β = 0.385; p < 0.001). The results indicate the need to develop context-specific anti-crisis strategies and confirm the role of marketing activities as a key driver of organizational adaptability, rather than as a direct source of financial recovery. 

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The authors declare that there are no conflicts of interest present.