espEconomy: strategy and practiceEconomy: strategy and practice1997-99672663-550XИнститут экономики10.51176/1997-9967-2023-1-133-144esp-988Research ArticleЭКОНОМИКА, ЭКОНОМИЧЕСКАЯ ТЕОРИЯ И ЭКОНОМИЧЕСКИЙ РОСТECONOMY, ECONOMIC THEORY AND ECONOMIC GROWTHСовременный кризис мирового туристического рынка и возможности выходаThe Сurrent Global Tourism Market Crisis and Overcoming Opportunitieshttps://orcid.org/0000-0001-6085-8349КенжинЖ. Б.KenzhinZh. B.

доктор PhD, ассоциированный профессор

пр. Мәңгілік ел, бизнес-центр EXPO, блок В, 010000, Астана.

Zhaxat B. Kenzhin – PhD, associate professor

Mangilik el ave., EXPO business center, block В, 010000, Astana

jaksat_22@mail.ruhttps://orcid.org/0000-0002-4684-0836КуангалиеваТ. К.KuangaliyevaT. K.

к.э.н., ассоциированный профессор,

пр. Мәңгілік ел, бизнес-центр EXPO, блок В, 010000, Астана

Tursynzada K. Kuangaliyeva – c.e.s., Associate Professor

Mangilik el ave., EXPO business center, block В, 010000, Astana

kuantu_80p@mail.ruhttps://orcid.org/0000-0001-7959-4961НурсапинаК. У.NursapinaK. U.

к.э.н., ассоциированный профессор,

ул. Жагир хана 51, 090009, Уральск

Khanbibi U. Nursapina – Master’s degree, senior lecturer

51 Zhangir Khan str., 090009, Uralsk

khanbibi_n@bk.ruhttps://orcid.org/0000-0002-2451-4984МукинаГ. С.MukinaG. S.

PhD, ассоциированный профессор

ул. Ломова 64., 140008, Павлодар

Gulsara S. Mukina – PhD, Associate Professor

64 Lomova str., 140008, Pavlodar

gulsara.dyusembekova@mail.ruhttps://orcid.org/0000-0001-9955-9282ДомалатовЕ. Б.DomalatovYe. B.

магистр экономических наук, сениор-лектор

ул. Казахстан 55, 070003, Усть-Каменогорск

Yerzhan B. Dоmalatov – master of Economic Sciences, Senior Lecturer

55 Kazakhstan str., 070003, Ust-Kamenogorsk

domalatovkz@gmail.comАкадемия физической культуры и массового спортаКазахстанAcademy of Physical Education and Mass SportKazakhstanЗападно-Казахстанский аграрно-технический университет им. Жангир ханаКазахстанWest Kazakhstan Agrarian Technical University named after Zhangir KhanKazakhstanУниверситет ТорайгыроваКазахстанToraighyrov UniversityKazakhstanАманжолов университетКазахстанAmanzholov UniversityKazakhstan202304042023181133144Copyright © Кенжин Ж.Б., Куангалиева Т.К., Нурсапина К.У., Мукина Г.С., Домалатов Е.Б., 20232023Кенжин Ж.Б., Куангалиева Т.К., Нурсапина К.У., Мукина Г.С., Домалатов Е.Б.Kenzhin Z.B., Kuangaliyeva T.K., Nursapina K.U., Mukina G.S., Domalatov Y.B.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/988

Статья посвящена теме современного кризиса мирового туристического рынка и возможностям выхода из него. Актуальность темы и значимость исследования обусловлены тем, что туризм является одним из факторов устойчивого развития экономики и социальной стабильности в любом регионе мира, и именно эта отрасль больше других пострадала в результате пандемии. Цель исследования заключается в выявлении тенденций и закономерностей современного кризисного состояния международного туристического рынка, анализе проблем и возможностей их решения. Проведенный анализ научной литературы по вопросу кризиса современного международного туристского рынка показал, что исследователи сходятся во мнении о глобальном значении текущих потерь субъектов турбизнеса. При этом достоверно спрогнозировать окончательное влияние COVID на индустрию международного туризма ученые считают невозможным. В статье представлен анализ динамики развития международного туристского рынка за последние десять лет и обобщение последствий, нанесенных экономике туризма в 2020 кризисном году и первой половине 2021 года. Результаты исследования будут полезны субъектам турбизнеса и могут быть положены в основу концепции реструктуризации туристической отрасли Казахстана. Статистический анализ данных международных организаций позволил обосновать актуальные направления развития туризма в условиях влияния негативных факторов, связанных с распространением новой коронавирусной инфекции. На основе опроса туристов конкретизированы возможности туркомпаний по совершенствованию стратегии своего развития, использования конкурентных преимуществ в новых условиях. Рекомендовано применение маркетинговой модели 5P. 

The article deals with the current world tourism market crisis and the opportunities to overcome it. The relevance of the topic and the significance of the study are due to tourism being among the sustainable economic development and social stability factors in any region of the world. This industry has suffered from the pandemic compared to any other one(s). The purpose of the study is to identify trends and patterns of the current international tourism market crisis and to analyze problems and opportunities to solve these. The scientific literature analysis on the modern international tourism market crisis issue has demonstrated that researchers agree on the global significance of the tourism business entities’ current losses. At the same time, scientists consider it impossible to reliably predict COVID’s final impact on the international tourism industry. The article presents an analysis of the dynamics of the development of the international tourism market over the past ten years and a generalization of the consequences inflicted on the tourism economy in the 2020 crisis year and the first half of 2021. The international organizations-based statistical analysis data made it possible to substantiate the current tourism development directions in the context of the negative factors’ influence associated with the spread of new coronavirus infection. On the basis of a survey of the tourists, the travel companies’ possibilities to improve their development strategies and to use competitive advantages in new conditions are concretized. The 5P marketing model is, therefore, recommended. 

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