Clustering of Regional Tourism Products Based on Bibliometric Analysis: The Case of Mangystau Region
Bekmurzayeva Z.A. Asif M. Uruzbayeva N.A.
2025Institute of Economics Committee of Science MSHE RK
Economy: strategy and practice
2025#20Issue 2161 - 175 pp.
Despite the growing importance of interdisciplinary approaches in tourism studies, there remains a lack of structured analytical frameworks for clustering regional tourism products and aligning them with effective marketing tools. The present study aims to develop a theoretical and methodological model for clustering regional tourism products based on bibliometric analysis, followed by comparing clusters with effective marketing promotion tools. The method used is a systematic bibliometric analysis of 245 peer-reviewed publications from 2010 to 2023, selected from the Web of Science Core Collection database using the PRIS-MA protocol. The analysis was carried out using RStudio (Biblioshiny package) and VOSviewer, which al-lowed us to build maps of co-authorship, co-quoting and co-use of keywords. The results of the analysis re-vealed four thematic clusters: (1) sustainable development and innovation in tourism, (2) quality of service and tourist satisfaction, (3) cultural and event tourism, and (4) gastronomic tourism and territorial identity. Based on them, the Matrix Design model has been developed to ensure consistency between the types of travel products and specific promotion tools. As part of the empirical testing, a study of the Mangystau region of Kazakhstan was presented, confirming the model’s applicability: problems of fragmented positioning of the region were identified, as well as solutions for digital segmentation, cluster management and strategic branding were proposed. Future research should explore cross-regional applications of the model and examine the integration of digital technologies, such as AI and data analytics, to further optimize marketing strategies for regional tourism development.
Marketing Strategy , Region , Regional Tourism Product , Strategy , Sustainable Tourism , Systematic Review , Tourism
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L.N. Gumilyov Eurasian National University, 11 Kazhymukan St., Astana, Kazakhstan
UE Business School, University of Education, Lahore, Pakistan
L.N. Gumilyov Eurasian National University
UE Business School
10 лет помогаем публиковать статьи Международный издатель
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