Despite Kazakhstan’s unique natural and climatic features, rich recreational potential, and developed sanatorium infrastructure, the country has not yet become a competitive international tourist destination. In particular, the Akmola region, which has notable natural assets, remains underdeveloped in terms of tourism, and its potential is not effectively utilized to attract foreign tourists. This study aims to analyze the current state of tourism in the Akmola region, identify key problems, and propose possible solutions to enhance its development. To assess public perception, a 14-item questionnaire was created based on relevant literature and distributed via social networks. Survey questions were offered in the form of docs.google.com to facilitate distribution. A total of 503 respondents participated in the survey. Results show that Burabai National Park was recognized by 43.1% of respondents as having high tourism potential, followed by Kokshetau National Park (28.2%) and Buiratau (16.5%). At the same time, as for the attractiveness of tourist and recreational facilities in Akmola region, 57.1% of respondents answered that they are unique in nature, and 26.2% believe that ecotourism has great opportunities. Because the unique nature of Akmola region is a diverse landscape that includes: mountains, lakes, rivers, forests and steppes. However, 71% of respondents expressed dissatisfaction with the level of hotel development in the region, and over 50% emphasized the need to improve tourism infrastructure. The findings highlight the necessity of integrated development of the region’s tourist and recreational resources. In particular, it is necessary to repair the main roads, ensure the renewal of public transport and tourist routes. This allows us to provide accommodation in accordance with international standards, provide quality services at an affordable price and attract significant investment. Strengthening these aspects will not only improve the attractiveness of the region to global tourists but also contribute to the socio-economic well-being of the local population and foster the sustainable development of the Akmola region. Ultimately, the proposed strategies for the development of the tourism industry in Akmola region should be aimed at the effective use of local resources and increasing the competitiveness of the region, improving the socio-cultural level of the region by increasing the flow of tourists.

This study examines the level of implementation of artificial intelligence (AI) in the personalization of hotel services and its impact on guest satisfaction through an analysis of tourists’ attitudes and behaviors The focus of the research is on how personalized recommendations for food and beverages, activities, and room services, delivered by trustworthy AI systems, digital experience, and the perception of privacy and data security, influence overall guest satisfaction. The research was conducted in Serbia and Hungary, using structural models to assess and analyze direct and indirect effects. The results show that AI personalization significantly contributes to guest satisfaction, with mediating variables such as trust in AI systems and technological experience playing a key role. A comparative analysis highlights differences between Hungary, a member of the European Union, and Serbia, a country in transition, shedding light on specific regulatory frameworks and cultural preferences in these countries.

The petroglyphs of Central Asia represent a distinctive form of symbolic and visual heritage that is gaining relevance in scholarly debates on cultural tourism, regional identity, and sustainable development. Although their archaeological importance has long been recognized, their integration into contemporary tourism planning remains conceptually fragmented and underexplored. This study provides a systematic and meta-analytic synthesis of scientific literature concerning petroglyphs in Kazakhstan, Uzbekistan, Kyrgyzstan, and Tajikistan. Through bibliometric analysis, it identifies dominant research themes, leading institutions, and international collaboration networks. The results confirm increasing interest in the educational, symbolic, and experiential tourism dimensions of petroglyphs. However, the review also highlights thematic and geographical imbalances, particularly the underrepresentation of certain regions and a scarcity of robust empirical studies. The meta-analytic component shows a moderate positive effect of petroglyph-based heritage on cultural tourism development. Kazakhstan emerges as the leading academic node in this domain. The study does not attempt to establish causality but seeks to clarify how petroglyphs have been conceptualized in scientific discourse over the past two decades. Bibliometric mapping shows strong correlations between publication volume and heritage-centered national strategies. Research also indicates that digital tools, such as 3D modeling and GIS, are increasingly employed to preserve and interpret petroglyph sites. Despite these innovations, community-based approaches remain limited, signaling the need for greater local engagement. By linking rock art research with tourism studies, digital humanities, and heritage policy, this article outlines potential directions for more inclusive, interdisciplinary, and empirically grounded future research. Ultimately, the findings support the notion that petroglyphs are not only remnants of the past, but dynamic resources for interpreting identity, enhancing tourism sustainability, and fostering cultural continuity within the evolving framework of regional development in Central Asia. These insights may guide policymakers, researchers, and cultural institutions in shaping integrative strategies. Further efforts should aim to connect heritage preservation with inclusive tourism, education, and long-term regional resilience. Strengthening regional cooperation and cross-border heritage initiatives may also amplify the role of petroglyphs in sustainable cultural development.

The use of virtual reality (VR) technologies in education is a significant tendency in modern teaching practice. Despite the fact that VR has not been adopted in the Kazakhstani education system extensively, it is used more and more, especially in geography education. The systematic review is a synthesis of all available studies on VR application in geography instruction, specifically focusing on the environmental subject matter and natural resources management in recent times (2019-2024). After the PRISMA methodology and using the Scopus database, 33 relevant studies were found and examined. The originality of this review is its pedagogical and methodological orientation towards immersive technologies: a field that has not been integratively examined very much. The results indicate that the literature has major gaps, such as the lack of theory-based pedagogical models, inadequate focus on ethical and infrastructural complications, and a lack of evidence as to the long-term learning outcomes. The paper postulates a research agenda and an integrative conceptual framework about the connection between immersive learning environments and cognitive growth, environmental awareness, and spatial thinking. The findings are supposed to help teachers, decision-makers, and schools to integrate the use of VR technologies in a systematic and pedagogically well-grounded manner.

The rapid development of innovative learning technologies in recent years has served as a basis for the transition from traditional teaching methods to interactive, learner-centered approaches. Among such methods, gamification is recognized as a promising pedagogical tool aimed at increasing students’ interest, motivation and engagement in learning. This article proposes a systematic literature review (SLR) of research on the use of gamification in school geography teaching. This review followed the PRISMA protocol and PICOS criteria to ensure transparency and reproducibility. The purpose of the study-Evaluating the effectiveness and directions of gamification in geography lessons and identifying problems arising in the process of its implementation in practice. The research was based on the PRISMA methodology. The search in the international databases Scopus and Google Scholar initially resulted in 22,712 documents. After refining the search, duplicates and irrelevant papers were excluded and 40 scientific articles published between 2019 and 2024 were analyzed in depth. VOSviewer software was used to visualize bibliometric connections and thematic clusters. The results showed that gamification has a positive effect on students’ cognitive development, motivation and spatial reasoning. However, the use of subject-specific digital tools, adapting content to match students’ learning styles, and assessing long-term changes in motivation have not been sufficiently explored. Experience with interactive maps, mobile applications and VR/AR technologies, especially in geography, is rare. Infrastructure, teacher training and challenges of adaptation in rural school settings also require attention. The results show that gamification has a positive effect on students’ motivation and cognitive development, but the limitations are related to the small number of empirical studies and insufficient representation of developing countries. Future research should evaluate the long-term effects of gamification and the possibilities of its wider application in geography teaching.

The paper focuses on how tourism contributes to the formation of economic development and geopolitical relationships between the states of Central Asia, specifically, Kazakhstan, Kyrgyzstan, Uzbekistan, and Tajikistan. Despite the historical, cultural and geographical connections that are strong in this region, particularly through the story of the S ilk Road, tourism remains an unbalanced part of the regional agenda of development and integration. The research aims at observing how various actors view the economic and geopolitical potential tourism holds and to what level tourism helps in regional cooperation and state positioning. The study relies on the qualitative and comparative research methodology. Data was collected by use of 120 semi-structured interviews with the representatives of the common sector, academia and the tourism industry in major urban and cross-border destination. The analysis of data was conducted in NVivo 14 software with the application of the thematic and comparative and matrix codes. According to the findings, tourism, in the majority of case s, is viewed as a tool of local economic growth and enhancing the resiliency of local communities, and its geopolitical and integrative capabilities are under-explored. Kazakhstan and Uzbekistan are unique because they have a more advanced institutional support level, infrastructural preparedness, and strategic orientation as it allows tourism to be a source of s oft power and regional presence. Conversely, Kyrgyzstan and Tajikistan are administratively weak and their institutions have a low capacity of collaboration across borders. The paper will add to the literature on tourism and regional development by highlighting the importance of regional structures and mechanisms of joint governance to ensure the validation of tourism as an aspect of long-term stability and collaboration in Central Asia, particularly in contexts where shared narratives such as the Silk Road remain insufficiently translated into concrete policy.