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renaissance of a local nomadic folklore have been central to the restoration
of a lost identity since the independence of Kazakhstan in 1991 (Laruelle,
2008). The political focus of the President of the country, Noursoultan
Nazarbayev, is to foster a local craft-making industry for local and interna-
tional tourists that participate in a 'return to nomadic traditions.' This con-
temporary collective imagery has, for example, “largely restored the figure
of the 'Nomad' that has become a fetish theme in Marketing” (Laruelle,
2008, p. 14). During the 1920s and 1930s, the cultural landscapes of Ka-
zakhstan have undergone a tremendous process of transformation from be-
ing shaped by pastoral nomadic activities into agrarian and industrial land
(Svanberg, 1999). In particular, the nomadic lifestyle that was prevailing
in the beginning of the 1930s was slowly transformed during Soviet Times
into a seminomadic lifestyle which incorporated many new commodified
cultural habits and changes in nomadic traditions (Laruelle, 2008).
Our empirical analysis will encounter an overview of various com-
munity members, policymakers and tourism developers' perceptions of
authenticity of ecocultural tours in Kazakhstan. In particular, several as-
pects of the tours including the Kazakhstani landscapes, local home-stays
and cultural artifacts (food and craft-making) are considered. It is then
followed by an examination of how these different perceptions of authen-
ticity can be used to position Kazakhstan as a tourism destination and de-
velop its brand equity on the international tourism market. A review of
these perceptions of authenticity reveals how the concept of authenticity
can influence some of the impacts associated with tourism development
in the region and in particular be used in the country branding strategy.
Additionally, this chapter is designed to enhance tourism operators' under-
standing of various stakeholders' perceptions of authenticity to improve
local tourism product development when attracting new visitors in the
country. Finally, conclusions and recommendations underlying the factors
that influence sustainable tourism development in the country are made for
local tourism providers and policymakers.
AUTHENTICITY CONCEPTS AND DEFINITIONS
AUTHENTICITY AND THE COMMODIFICATION OF CULTURE
While the issue of authenticity affects the discourse of cultural and heri-
tage tourism, defining what is genuine, traditional or real can be a puzzling
issue. Smith and Duffy (2003, p. 133) argue that “as authenticity can be
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