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the tour 'Kyzylarai' is matching the definition of ecocultural tourism, mix-
ing ecological and cultural aspects of the Kazakhstani landscapes.
THEMES IDENTIFIED TO BE POTENTIALLY AUTHENTIC FOR
KAZAKHSTAN BRANDING STRATEGY
Three themes detailed below were identified by the respondents to be po-
tentially authentic for local and international visitors when undertaking an
ecocultural tour in the country (Tiberghien et al., 2012).
THE “GEOGRAPHICAL IMAGINATION”
Culture and scenery are inextricably integrated in the expectations and
perceptions of locals and tourists alike (Buckley et al., 2008). From a geo-
graphical perspective, it is useful to argue for greater attention to the situ-
ated place and space in which the object is experienced (Crouch, 2000).
All the different stakeholders have been interviewed regarding their per-
ception of the scenery [for example, whether Kazakhstani landscapes can
be viewed as “abstract mental landscapes,” (Ringer, 1998)], the environ-
ment as well as the wild life encountered during the 'Kyzylarai' ecocul-
tural tour in Central Kazakhstan.
According to the tourism operator “Nomadic Travel Kazakhstan,” ob-
jective authenticity can be found in the cultural landscapes (steppes land-
scapes) that are witnessed by the visitors. This perception is shared by lo-
cal home-stay providers for whom steppes landscapes are recognized to be
one of the most authentic themes for local and international tourists. The
archeological site of 'Begazy' from the Bronze Age included in the 'Ky-
zylarai' tour is offering a unique opportunity for visitors to witness ancient
authentic historical sites. As the tourism brochure mentions on the official
website of 'Nomadic Travel Kazakhstan' operator, “historical heritage is
presented in a quite interesting way: monumental granite sepulchers of
Begazy and rock paintings, dating from the Bronze age, stone statues of
the Turkic period and mausoleums of the period of the Kazakh-Jungar
wars. Such an amazing combination of pristine nature, ancient historical
monuments and rather well-preserved way of life of the local population
makes the 'Kyzylarai' ecosite a great place to visit for those who like to
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