Creation of city brand in destination marketing: A search of Shymkent

In this study, It was searched on "Creation of City Brand in Destination Marketing: a Search of Shymkent". The first part of this thesis talks about destination marketing; the second section delves on the creation of a city brand where the concept of destination marketing is mentioned. Finally, the third part of this study debunks on the information, research method and data related to the city of Shymkent as the unit of analysis. A general overview of the of the city's previous, present and future plan is afforded by this study. Furthermore, a SWOT analysis on the status of the city of Shymkent was administered and performed to evaluate the status of the city's destination marketing scheme. There are two methods in the research: quantitative and qualitative. Therefore, a questionnaire conducted through Google Survey was filled by citizens (students and teachers) living in different cities of Kazakhstan and 585 questionnaires was obtained. The other method used in the research is a semi-structured face-to-face interview.The results obtained in the five hypotheses: H_2, H_3, H_4, H_5have been accepted. However, the hypothesis H_1 was rejected because it showed no significant interaction,while others had a positive effect.