The assessment of sustainable tourism development in the rural areas of the Aktobe oblast of Kazakhstan involved thoroughly analyzing multiple dimensions. Environmental, socio-economic, and cultural sustainability aspects were considered to comprehensively understand the region’s tourism potential. The study began by evaluating the available tourism resources in rural Aktobe. This included assessing natural attractions such as landscapes, wildlife, and geological features, as well as cultural heritage sites and infrastructure like accommodation facilities and transportation networks. A crucial aspect of the study was to analyze the environmental impact of tourism activities in rural areas. This involved evaluating the effects on ecosystems and natural resources. The measures for conserving these resources were also identified. Another focus was on the socio-cultural aspects of tourism development. The study aimed to preserve local traditions, cultural heritage, and community identity amidst tourism growth. Strategies for achieving socio-cultural sustainability were devised. Ranking methods were employed to identify key factors influencing rural tourism development. These methods helped prioritize areas for improvement and resource allocation. A balanced approach was adopted to assess the interaction between different dimensions of sustainability. This ensured that environmental, economic, and socio-cultural aspects were considered equally to achieve overall sustainable tourism development. ArcGIS 10 was used for data analysis and visualization. Maps and charts were created to represent spatial and statistical information, aiding in identifying trends and patterns. The study findings were crucial for identifying priority areas for infrastructure development and formulating strategies and programs for rural tourism promotion. The study aimed to ensure that tourism development aligns with the principles of sustainable development, benefiting both the local communities and the environment. The study provided valuable insights into the current status of rural tourism in Aktobe oblast and offered recommendations for sustainable development, contributing to the region’s long-term prosperity.

With the development of tourism it has been necessary modernization of ways on being attended by tourists. Comparatively new method of influencing to a customer is branding, has been the most significant process in terms of promotion, which identify features of exact territory in contribution of competitive activities for being attractive for tourists. The article is aimed to identify the existing and promising tourist brands of Western Kazakhstan. Since territorial branding is a key factor in the development of tourism industry, the authors conducted a survey among respondents from different regions of Kazakhstan to identify potential tourist brands, main associations, as well as challenges and opportunities for recreation and tourism. The research was carried out using the Google Forms platform and sociological survey. The research results prove that there are unofficial leading brands in the region, which are likely to become the region?s official tourist symbols. Besides, both favorable and unfavorable factors for recreation demonstrate the controversial development of tourism industry in the research area. Creation, development, and promotion of a tourist brand plays an important role in the tourism and recreation area. This contributes to strengthening the tourist destination image in the tourism market.

The trend towards the development of rural tourism is recognized to create positive dynamics for the revitalization of rural areas, and the preservation of the authentic and socio-cultural image of rural areas. Rural tourism in the regions of Kazakhstan is at the initial stage of the development. Aktobe oblast is not an exception to the general Kazakhstani trend. In the Aktobe oblast, to date, regional programs for realizing the potential of rural areas in the field of rural tourism have not been developed. An analysis of the state of the cultural environment and natural features made it possible to identify profitable resources in the local socio-economic system of the Aktobe oblast, on which rural tourism of the studied area can be built. The main directions of the resource application for the development of rural tourism are formed based on the potential resources that are available not only to the region as a whole but to each administrative-territorial unit – the district. As part of the study of the territorial system of the Aktobe oblast, regional guidelines for the development of rural tourism were identified. Rural tourism in the Aktobe oblast can be built on the resources of both natural and agricultural, historical, and cultural environments. Cultural landmarks for the development of rural tourism are represented by historical and cultural objects. We see the approach to assessing the territory of the Aktobe oblast in terms of organizing directions for the development of rural tourism in the application of the inductive method of scientific knowledge when the overall picture is formed based on the transition from a particular study of objects and phenomena to a general one. In our case, a holistic view of the development of rural tourism is obtained by analyzing natural resources, transportation, historical and cultural values of the territory and agricultural production. Insufficient and irrational use of the tourist opportunities of the territory, as well as the growing needs of the population for outdoor recreation within their region, stimulate the search. For new approaches to planning tourism activities. A new policy of rural tourism seems promising, aimed not only at the implementation of specific tourism projects but at the systemic development of tourism in the Aktobe oblast. The article develops a methodology for assessing the resource potential for the development of rural tourism and proposes the principles of zoning the territory from the standpoint of the territorial organization of rural tourism. To achieve this goal, the paper used the method of scoring, cartographic and comparative methods. Their application made it possible to ensure the validity and reliability of conclusions and proposals.

This study investigates the spatial and socio-economic transformation of the labour market in the Kostanay Region of Kazakhstan through the application of foresight and scenario modelling. The research aims to construct a conceptual and predictive framework of regional employment transformation that integrates statistical indicators, expert judgments, and technological trajectories within a spatial foresight perspective. A mixed quantitative–qualitative design was employed, combining regression modelling, SWOT analysis, and expert foresight sessions. Empirical data were derived from official statistics for 2018–2023 and complemented by ILO, OECD, and WEF reports. Expert panels (n = 42) from academia, business, and public administration contributed to validating the scenario assumptions. Multiple regression analysis revealed that Gross Regional Product, investment in fixed assets, and digitalization exert positive effects on employment, whereas migration balance negatively influences labour potential. Three alternative development scenarios were modelled up to 2039: Baseline, Innovation-Driven, and Green Growth. The innovation-driven trajectory ensures the highest productivity and export potential through technological modernization, while the green scenario emphasizes ecological efficiency and sustainability. The findings underscore that the integration of investment, technological, and human capital policies is critical for enhancing regional competitiveness and achieving sustainable socio-economic development under demographic constraints.

The aim of the research was to analyze the climate comfort and assess the recreational potential of river basins for the development of rural tourism in Aktobe Region, Kazakhstan. The ArcGIS 10.5 software was applied to conduct tourist and recreational studies in the target watersheds. Methodologically, the research included two stages. The first one comprised an overview of the available data on local hydrology, terrain (slope degrees), and climatic factors. The efforts allowed creating four thematic maps based on ArcGIS 10.5 SRTM (Shuttle Radar Topographical Mission) imagery of the basins in question. The second stage revealed the tourist and recreational efficiency of river massifs, specifically allowed evaluating the recreational use of rivers as per the proposed methodology. It was found that surface water bodies are not used effectively enough in rural tourism development in the region, i.e. that this type of touristic services has not yet progressed due to numerous issues hindering their spreading, including the underdeveloped social and engineering rural infrastructure, poor quality of road network and transport communications. All these lead to low attractiveness, diminish the effectiveness of rural ecology preservation measures, as well as complicate the organization and creation of proper tourist accommodations. To analyze the possibilities of rural tourism development in specific areas, a special tourist and recreational assessment was carried out within the framework of the research. According to climate index characteristics, the dynamics of the region’s climatic favorability was determined with the main conclusion that it is the poor infrastructure development in Aktobe Region settlements that prevents a full scale expansion of rural tourism in the target river basins

The study aims to identify the key barriers and drivers of artificial intelligence (AI) integration in geographical education through a comparative analysis of Kazakhstan and Uzbekistan, where digital transformation processes develop in parallel but differ in institutional and pedagogical orientation. A mixed-methods approach was applied, combining document analysis of national education digitalization policies with an online survey of 966 educators (471 from Kazakhstan and 495 from Uzbekistan), including schoolteachers, college instructors, and university lecturers. The analysis focused on levels of digital competence, institutional readiness, and practical integration of AI tools in teaching geography. The findings reveal notable cross-country differences. Kazakhstan demonstrates a practice-oriented approach emphasizing digital pedagogy, interactive mapping, and applied use of AI in spatial analysis. Uzbekistan, in contrast, prioritizes the development of academic infrastructure and research platforms for AI. Common barriers include weak Internet connectivity in rural areas, limited teacher training, lack of methodological frameworks, and psychological resistance to innovation. However, strong drivers are evident—state support for digital education, the spread of geospatial analytics, and the emergence of AI-based tools for spatial modeling and personalized learning. The study provides one of the first comparative assessments of AI adoption in geographical education across Central Asia. It conceptualizes AI not as a replacement for teachers but as an intelligent partner that enhances research thinking, spatial imagination, and cognitive autonomy, laying the foundation for sustainable digital transformation of geographical education.