Digital Transformation and Innovation-Driven Evolution of the Hospitality Industry in Kazakhstan
https://doi.org/10.47703/ejebs.v69i4.598
Abstract
Digital transformation is fundamentally reshaping the landscape of Kazakhstan’s hospitality industry, creating new opportunities and challenges for market participants. This study examines the influence of digitalization and innovation on the development trajectory of the national hotel sector, identifying key transformation drivers and assessing their impact on operational performance. The empirical dataset includes information from 127 hotels for the period 2014–2024, covering indicators of digital maturity, innovation activity, and financial outcomes. The methodology integrates correlation analysis, regression modeling, and cluster analysis to provide a comprehensive evaluation of transformation processes. The results reveal a strong positive relationship between the digitalization index and core operational metrics: hotels with high digital maturity demonstrate revenue per room 58% above the market average and occupancy rates 28 percentage points higher. Significant heterogeneity of digital development is observed: only 27% of hotels qualify as digital leaders, whereas 31% remain technologically lagging. A pronounced regional gap persists, with capital cities outperforming peripheral regions by a factor of three in the digitalization index. The COVID-19 pandemic accelerated the adoption of contactless technologies by 3.7 times, establishing digital services as a baseline expectation among guests. The study confirms that successful digital transformation requires an integrated approach that combines technological innovation, organizational change, and the development of digital competencies. The findings hold substantial relevance for shaping digital development strategies of hospitality enterprises and informing innovation-supporting sectoral policies.
About the Authors
Gaukhar Sakhanova
Almaty Technological University, Almaty
Kazakhstan
Kazakhstan
PhD, Associate Professor, Email: g_sakhanova@mail.ru
Raigul Duiskenova
Almaty Technological University, Almaty
Kazakhstan
Kazakhstan
PhD, Associate Professor, Email: raigul19@mail.ru
Medet Konyrbekov
Institute of Economics CS MSHE RK, Almaty
Kazakhstan
Kazakhstan
PhD, Associate Professor, Email: konyrbekov.m@gmail.com
References
1. Baitenova, L., Mukhanova, A., & Zhansagimova, A. (2022). Impact of international booking platforms on Kazakhstan's hotel market development. Central Asian Economic Review, 3(2), 45-62. https://doi.org/10.52821/2224-5561-2022-3-45-62
2. Buhalis, D. (2003). eTourism: Information technology for strategic tourism management. Pearson Education.
3. Buhalis, D., & Amaranggana, A. (2015). Smart tourism destinations enhancing tourism experience through personalisation of services. In I. Tussyadiah & A. Inversini (Eds.), Information and communication technologies in tourism 2015 (pp. 377-389). Springer. https://doi.org/10.1007/978-3-319-14343-9_28
4. Bureau of National Statistics. (2024). Bureau of National Statistics of the Republic of Kazakhstan. Retrieved July 15, 2025 from https://stat.gov.kz/en
5. Camilleri, M. A., & Falzon, L. (2021). Understanding motivations to use online streaming services: Integrating the technology acceptance model and the uses and gratifications theory. Spanish Journal of Marketing, 25(2), 217-238. https://doi.org/10.1108/SJME-04-2020-0074
6. DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2), 147-160. https://doi.org/10.2307/2095101
7. Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. In P. O'Connor, W. Höpken, & U. Gretzel (Eds.), Information and communication technologies in tourism 2008 (pp. 35-46). Springer. https://doi.org/10.1007/978-3-211-77280-5_4
8. Gursoy, D., & Chi, C. G. (2020). Effects of COVID-19 pandemic on hospitality industry: Review of the current situations and a research agenda. Journal of Hospitality Marketing & Management, 29(5), 527-529. https://doi.org/10.1080/19368623.2020.1788231
9. Ivanov, S., & Webster, C. (2017). Adoption of robots, artificial intelligence and service automation by travel, tourism and hospitality companies – A cost-benefit analysis. In V. Marinov, M. Vodenska, M. Assenova & E. Dogramadjieva (Eds.), Traditions and innovations in contemporary tourism (pp. 190-203). Cambridge Scholars Publishing.
10. Ivanov, S., & Webster, C. (2019). Robots in tourism: A research agenda for tourism economics. Tourism Economics, 26(7), 1065-1085. https://doi.org/10.1177/1354816619879583
11. Jiang, Y., & Wen, J. (2020). Effects of COVID-19 on hotel marketing and management: A perspective article. International Journal of Contemporary Hospitality Management, 32(8), 2563-2573. https://doi.org/10.1108/IJCHM-03-2020-0237
12. Kapanova, G., Bimendiyeva, L., Dauliyeva, G., Kosherbayeva, L., & Kalmakhanov, S. (2021). Problems and ways of development of small and medium businesses in healthcare during a pandemic: international experience. The Journal of Economic Research & Business Administration, 138(4), 112-125. https://doi.org/10.26577/be.2021.v138.i4.12
13. Kapoor, K., Dwivedi, Y. K., & Williams, M. D. (2021). Innovation adoption attributes: A review and synthesis of research findings. European Journal of Innovation Management, 17(3), 327-348. https://doi.org/10.1108/EJIM-08-2012-0083
14. Kazakh Tourism. (2023). Digital transformation index of Kazakhstan hospitality sector 2023. Retrieved July 15, 2025 from https://qaztourism.kz/en/analytics
15. Kim, J., & Law, R. (2015). The effects of mobile application quality on satisfaction and intention to pay. Journal of Hospitality and Tourism Technology, 6(2), 147-161. https://doi.org/10.1108/JHTT-03-2015-0014
16. Kopzhasarova, U. (2023). Digital marketing strategies in Kazakhstan's hospitality sector: Current state and development prospects. Journal of Tourism and Hospitality Management, 11(1), 78-92. https://doi.org/10.17265/2328-2169/2023.01.005
17. Law, R., & Jogaratnam, G. (2005). A study of hotel information technology applications. International Journal of Contemporary Hospitality Management, 17(2), 170-180. https://doi.org/10.1108/09596110510582369
18. Law, R., Leung, D., & Chan, I. C. C. (2022). Digital transformation in hospitality: A systematic literature review and emerging trends. International Journal of Hospitality Management, 102, 103174. https://doi.org/10.1016/j.ijhm.2022.103174
19. Murphy, H. C., Chen, M. M., & Cossutta, M. (2019). An investigation of multiple devices and information sources used in the hotel booking process. Tourism Management, 52, 44-51. https://doi.org/10.1016/j.tourman.2015.06.004
20. O'Connor, P. (1999). Electronic information distribution in tourism and hospitality. CABI Publishing.
21. OECD. (2020). Tourism trends and policies 2020. OECD Publishing. https://doi.org/10.1787/6b47b985-en
22. Scott, W.R. (2014). Institutions and organizations: Ideas, interests and identities (4th ed.). SAGE Publications.
23. Shin, H. H., & Kang, J. (2020). Reducing perceived health risk to attract hotel customers in the COVID-19 pandemic era: Focused on technology innovation for social distancing and cleanliness. International Journal of Hospitality Management, 91, 102664. https://doi.org/10.1016/j.ijhm.2020.102664
24. Sigala, M. (2007). A supply chain management approach for investigating the role of tour operators on sustainable tourism: The case of TUI. Journal of Cleaner Production, 16(15), 1589-1599. https://doi.org/10.1016/j.jclepro.2007.08.003
25. Sigala, M. (2018). New technologies in tourism: From multi-disciplinary to anti-disciplinary advances and trajectories. Tourism Management Perspectives, 25, 151-155. https://doi.org/10.1016/j.tmp.2017.12.003
26. Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312-321. https://doi.org/10.1016/j.jbusres.2020.06.015
27. Singh, S. (2023). Innovation management in hospitality: Current trends and future directions. International Journal of Hospitality Management, 108, 103384. https://doi.org/10.1016/j.ijhm.2022.103384
28. STR Global. (2024). Central Asia hotel market performance report 2023. Retrieved July 15, 2025 from https://str.com/data-insights/central-asia
29. Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the annals of tourism research curated collection on artificial intelligence and robotics in tourism. Annals of Tourism Research, 81, 102883. https://doi.org/10.1016/j.annals.2020.102883
30. Tussyadiah, I., & Park, S. (2018). Consumer evaluation of hotel service robots. In B. Stangl & J. Pesonen (Eds.), Information and communication technologies in tourism 2018 (pp. 308-320). Springer. https://doi.org/10.1007/978-3-319-72923-7_24
31. UNDP Central Asia. (2021). Digital transformation in Central Asia: Challenges and opportunities. United Nations Development Programme.
32. UNWTO. (2023). World Tourism Organization. Retrieved July 15, 2025 from https://www.unwto.org/tourism-statistics/key-tourism-statistics
33. Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30(1), 123-127. https://doi.org/10.1016/j.tourman.2008.04.008
34. Wang, D., Park, S., & Fesenmaier, D. R. (2012). The role of smartphones in mediating the touristic experience. Journal of Travel Research, 51(4), 371-387. https://doi.org/10.1177/0047287511426341
35. Werthner, H., & Klein, S. (1999). Information technology and tourism: A challenging relationship. Springer.
36. Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188. https://doi.org/10.1016/j.tourman.2009.02.016
37. Xiang, Z., Schwartz, Z., Gerdes, J. H., & Uysal, M. (2017). What can big data and text analytics tell us about hotel guest experience and satisfaction? International Journal of Hospitality Management, 44, 120-130. https://doi.org/10.1016/j.ijhm.2014.10.013
38. Yessenova, G., & Khamitova, D. (2019). [Development of online booking systems in Kazakhstan's hotel industry]. Ekonomika i statistika, 2, 45-53. (In Russ.)
Review
For citations:
Sakhanova G., Duiskenova R., Konyrbekov M. Digital Transformation and Innovation-Driven Evolution of the Hospitality Industry in Kazakhstan. Eurasian Journal of Economic and Business Studies. 2025;69(4):90-103. https://doi.org/10.47703/ejebs.v69i4.598
Views:
150
JATS XML
Email this article 