Exploring the social interest in agritourism among the urban population of Kazakhstan

Abstract The article examines the issues surrounding tourist activity and social interest in agritourism among residents of the main cities in Kazakhstan. Based on the survey results among a group of n = 577 respondents, the article inspected the extent of their participation in rural tourism, including agritourism, as well as their preferences and expectations regarding the type and extent of services offered on tourist farms. Research results show that the interest of city residents in using agritourism farm services is limited despite of a generally positive attitude towards rural tourism. Potential tourists’ expectations of agritourism farm services focus primarily on the quality of accommodations and the sanitary conditions present in the facilities providing them. Domestic tourists especially expect to be able to take advantage of natural products with medicinal and cosmetic properties. They view active forms of leisure as a mere supplement. The respondents’ opinions and assessments can determine the ways agritourism farms adapt to this clientele as well as impact organisational decisions and strategic planning of rural tourism in the country.