Importance of cultural values in the development of tourism in the kyzylorda region

This article analyzes the development of cultural tourism in Kyzylorda region. In the analysis of the situation of cultural tourism in Kyzylorda region, the presentation of tourist attractions in a single optical system was considered as the main element. The integrity of the meta-image of the region taken as an object of study consists of ordering the textual narration and their symbolic coordination. The methodological basis is derived from determining the internal connection of the logical and historical analysis of the cultural content of the Kyzylorda region, in the process of explaining the cultural symbols, special attention is paid to the integrity of the national identity. Here, the semiotic dimension can model the configuration of metastructures, allowing them to become an attractive object of interest to tourists. The use of the method of semiotization of tourist objects gives quick results in determining the interaction of symbolic views, in the process of introducing the visual contours of the region, landmarks to tourists. The results of this can serve as a basis for the development of cultural tourism in the Kyzylorda region. Modern definitions of the concepts of «cultural branding», «regional brand», «regional brand» have been given importance from the point of view of cultural studies and their content has been explained.