{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,19]],"date-time":"2026-04-19T20:55:27Z","timestamp":1776632127544,"version":"3.51.2"},"reference-count":66,"publisher":"Informa UK Limited","issue":"3","license":[{"start":{"date-parts":[[2023,10,30]],"date-time":"2023-10-30T00:00:00Z","timestamp":1698624000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IJTC"],"published-print":{"date-parts":[[2023,11,7]]},"abstract":"<jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n                    <jats:p>The purpose of this study is to develop and test a practical model to identify a developing destination\u2019s assets. Using the existing destination branding concepts and theories in the research, this study aims to identify how the assets of a developing destination differ from those of a developed destination.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n                    <jats:p>The study followed the \u201cpractical model for determining destination assets\u201d proposed in the article. The first stage includes collecting the information on the tourism potential of the destination. In the second stage, in-depth interviews were carried out with information carriers of a developing destination and analyzed by highlighting keywords in the responses. The following stages include the questionnaire survey, factor analysis and segmentation analysis.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n                    <jats:p>The following conclusions can be drawn from the results of the study. First, the assets of a developing destination, recreation areas, attractive visitor facilities and obligatory additional services are rational. Second, the assets used for destination branding are based on their unique character. According to the analysis results, the Almaty region\u2019s unique character is associated with natural resources. The direction of recreation in the Almaty region boils down to two components: cognitive tourism and sports tourism.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n                    <jats:p>The study was conducted during the COVID-19 pandemic. First, given that external tourism faced significant constraints during the pandemic, we must acknowledge that a study of destination branding may be more appropriate before or after the pandemic. Second, the survey was conducted online in connection with the introduction of quarantine measures. Third, the assets of a developing destination were selected based on the results of the interviews. In future studies, including other attributes may allow the identification of new assets for branding.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n                    <jats:p>The practical destination branding model presented in the study has practical implications for destination authorities. Using the proposed model, assets of other destinations can be identified. In addition, the results of the analysis of the Almaty region as a developing destination will be effective for destination authorities in developing their tourism programs. Recreation areas, attractive tourism facilities and obligatory additional services can be used in destination branding.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Social implications<\/jats:title>\n                    <jats:p>This study drew on the experience of the population\u2019s ambassador activity. The in-depth interview was obtained from the destination\u2019s tourism informants, and the survey aimed to identify public opinion. The residents who participated in the interview and survey perform an ambassadorial function in strengthening the identified assets of the destination and implementing tourism programs. Accordingly, there is a growing sense of pride in being a resident of the destination.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n                    <jats:p>The study has both theoretical and practical significance with the following results. First, it provides insights on enhancing public participation from the beginning of the destination branding process and respecting the continuation of its ambassadorial activities, provided that the identified destination assets are rational. Second, destination asset associations for developing destinations are presented. Third, the study creates a realistic picture of the Almaty region as a destination for visitors and destination authorities.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/ijtc-03-2023-0054","type":"journal-article","created":{"date-parts":[[2023,10,26]],"date-time":"2023-10-26T01:17:25Z","timestamp":1698283045000},"page":"517-533","source":"Crossref","is-referenced-by-count":3,"title":["Brand assets: a prerequisite to promoting a developing destination"],"prefix":"10.1080","volume":"9","author":[{"given":"Zhansaya","family":"Turgambekova","sequence":"first","affiliation":[]},{"given":"Metin","family":"Kozak","sequence":"additional","affiliation":[]},{"given":"Antonia","family":"Correia","sequence":"additional","affiliation":[]}],"member":"301","published-online":{"date-parts":[[2023,10,30]]},"reference":[{"key":"key2023110610423387900_ref001","first-page":"299","article-title":"Managing brand equity: capitalizing on the value of a brand name","year":"1991"},{"key":"key2023110610423387900_ref002","doi-asserted-by":"publisher","DOI":"10.1016\/S2212-5671(16)30232-5","article-title":"Place of Tourism in the Economy of Kazakhstan Republic","volume-title":"3rd Global Conference on Business, Economics, Management and Tourism","year":"2015"},{"issue":"1","key":"key2023110610423387900_ref003","first-page":"23","article-title":"GST and insolvency practitioner liability: Who are you?","year":"2002","journal-title":"Revenue Law Journal"},{"key":"key2023110610423387900_ref004","unstructured":"Anholt, S. 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