Evaluation of Competitiveness of e-Commerce Websites in Kazakhstan

Adopting advanced e-commerce practices is essential for enhancing user engagement and business performance, particularly in tourism. This study evaluates the e-commerce adoption of Kazakhstan’s tourism websites using an innovative Integrated Multi-Criteria Decision Analysis (IMCDA) methodology. Traditional evaluation methods overlook the interplay between website functionality, user experience, and strategic objectives. To address this gap, the IMCDA framework integrates qualitative and quantitative approaches by combining advanced Multi-Criteria Decision-Making (MCDM) techniques, including SPOTIS, ESP-COMET, RANCOM, and SITW, with content analysis and logistic regression. The study assessed 77 tourism websites, categorized into Online Travel Agencies (OTAs), Official Tourism Websites (OTWs), and Attraction Websites (AWs), based on 34 e-commerce features grouped into dimensions such as product information, functionality, reservations, payment systems, and customer relationship management (CRM). The findings reveal that OTAs significantly outperform OTWs and AWs in most dimensions, especially in online booking and CRM functionalities. At the same time, AWs lag in key e-commerce features like reservations and payment systems. This research highlights critical gaps in Kazakhstan’s tourism e-commerce ecosystem. It provides actionable recommendations, including enhancing CRM tools, integrating advanced booking systems, and leveraging collaborations with local financial technology providers like Kaspi Pay. The IMCDA framework offers a robust, adaptable evaluation model with practical implications for digital transformation and competitiveness in the tourism industry. This study contributes to advancing digital maturity in Kazakhstan’s tourism sector by addressing these gaps. It sets the foundation for future research to explore innovative strategies in e-commerce adoption across various regions and industries.