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country's tourism potential around the world. Among measures to be un-
dertaken by the “Other,” “Better service quality” was also prioritized.
In order to attract more tourists to Almaty city and its surroundings the
respondents emphasized the need in maintenance of cleanness in the city,
towns and their streets, improving service quality by providing value for
money, improving infrastructure, repairing and building new roads, using
alternative transportation, expanding parking zones, improving access to
the main tourist objects/roads and building new or refurbishing existing
hotels which are close to the tourist objects. The major issues for tourists'
complaints are based on low service quality (including hotels and trans-
portation) and unjustified high hotel prices. It is interesting to note that
based on the survey results the percentage of firms participating in CSR
related activities increased from 48% in 2009 to 52% in 2011.
Comparison of respondents' answers in 2009 and 2011 reflects the
changes in the tourism industry environment, firm's managers and tour-
ists' perceptions. Globalization leads to the emergence of new challenges
and requires higher standards of service in the tourism industry: tourists
are becoming more demanding today.
DYNAMICS OF CHANGES IN INTERNATIONAL
COMPETITIVENESS
In order to mitigate the impact of changes in the methodology between
2007 and 2008 and in the number of countries included in Travel & Tour-
ism Competitiveness Reports of the World Economic Forum, the authors
examined the trend in the relative position using percentile ranks instead
of actual ranks (Travel & Tourism Competitiveness Reports, 2007, 2008,
2009 and 2011). The results of the analysis are presented in Table 3 below.
TABLE 3
The Travel & Tourism Competitiveness Index: Kazakhstan
SUBINDEXES
T&T business
environment and
infrastructure
T&T human, cul-
tural and natural
resources
OVERALL
INDEX
T&T regulatory
framework
Country
coverage
Year
Percen-
tile rank
Percentile
rank
Percentile
rank
Percentile
rank
Rank
Rank
Rank
Rank
124
2007
82
66
81
65
81
65
90
73
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