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<article article-type="research-article" dtd-version="1.3" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xml:lang="en"><front><journal-meta><journal-id journal-id-type="publisher-id">ejebs</journal-id><journal-title-group><journal-title xml:lang="en">Eurasian Journal of Economic and Business Studies</journal-title><trans-title-group xml:lang="ru"><trans-title>Название журнала на русском</trans-title></trans-title-group></journal-title-group><issn pub-type="ppub">2789-8253</issn><issn pub-type="epub">2789-8261</issn><publisher><publisher-name>University of International Business named after K. Sagadiyev LLP</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.47703/ejebs.v69i3.564</article-id><article-id custom-type="elpub" pub-id-type="custom">ejebs-138</article-id><article-categories><subj-group subj-group-type="heading"><subject>Research Article</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="ru"><subject>Статьи</subject></subj-group></article-categories><title-group><article-title>Ecotourism Business and Marketing Strategies: Insights from Kazakhstan and Global Leaders</article-title><trans-title-group xml:lang="ru"><trans-title></trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0009-0004-3212-9543</contrib-id><name-alternatives><name name-style="western" xml:lang="en"><surname>Zhaksybay</surname><given-names>Aliya</given-names></name></name-alternatives><bio xml:lang="en"><p>PhD student, Department of Business Technologies, Email: zhaksybay.at@gmail.com</p><p> </p></bio><email xlink:type="simple">zhaksybay.at@gmail.com</email><xref ref-type="aff" rid="aff-1"/></contrib><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0009-0009-1617-7488</contrib-id><name-alternatives><name name-style="western" xml:lang="en"><surname>Mukhamediyeva</surname><given-names>Gulzada</given-names></name></name-alternatives><bio xml:lang="en"><p> </p></bio><email xlink:type="simple">murat_gulzada@mail.ru</email><xref ref-type="aff" rid="aff-2"/></contrib></contrib-group><aff-alternatives id="aff-1"><aff xml:lang="en">Al-Farabi Kazakh National University, Almaty<country>Kazakhstan</country></aff></aff-alternatives><aff-alternatives id="aff-2"><aff xml:lang="en">Al-Farabi Kazakh National University,  Almaty<country>Kazakhstan</country></aff></aff-alternatives><pub-date pub-type="collection"><year>2025</year></pub-date><pub-date pub-type="epub"><day>26</day><month>12</month><year>2025</year></pub-date><volume>69</volume><issue>4</issue><fpage>32</fpage><lpage>45</lpage><permissions><copyright-statement>Copyright &amp;#x00A9; Zhaksybay A., Mukhamediyeva G., 2025</copyright-statement><copyright-year>2025</copyright-year><copyright-holder xml:lang="ru">Zhaksybay A., Mukhamediyeva G.</copyright-holder><copyright-holder xml:lang="en">Zhaksybay A., Mukhamediyeva G.</copyright-holder><license xml:lang="ru" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>Данная работа распространяется под лицензией Creative Commons Attribution 4.0.</license-p></license><license xml:lang="en" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>This work is licensed under a Creative Commons Attribution 4.0 License.</license-p></license></permissions><self-uri xlink:href="https://ejebs.uib.kz/jour/article/view/138">https://ejebs.uib.kz/jour/article/view/138</self-uri><abstract><p> </p></abstract><kwd-group xml:lang="en"><kwd>Ecotourism</kwd><kwd>Tourism Economics</kwd><kwd>Green Economy</kwd><kwd>Marketing</kwd><kwd>Business Model</kwd><kwd>Sustainable Development</kwd><kwd>Branding</kwd><kwd>PESO Model</kwd><kwd>Kazakhstan</kwd></kwd-group></article-meta></front><back><ref-list><title>References</title><ref id="cit1"><label>1</label><citation-alternatives><mixed-citation xml:lang="ru">Booking.com. 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