Bleisure Tourism in Kazakhstan: Exploring the Motivations, Experiences, and Cultural Perceptions of Chinese and Russian Travellers

While the inclusion of leisure activities in business travel is not a new phenomenon, the concept of bleisure tourism has emerged recently as a novel form of travel in which individuals blend business obligations with leisure experiences, prolonging their trips to explore destinations and engage with local cultures. In the context of Kazakhstan, nearly half of international business tourists come from two neighbouring countries, Russia and China. This study explores the motivations, experiences, and cultural elements of bleisure travel among Chinese and Russian business tourists visiting Kazakhstan. The study uses qualitative methodology. Data were collected from 31 business travellers through essay-based surveys. The findings revealed that Chinese and Russian bleisure tourists are motivated by convenience, cultural engagement, social interaction, cost and time savings, health and fitness, and specific destinations in Kazakhstan. Business travellers from both countries are engaged in similar activities, such as meeting new people, cultural discovery and engagement, experiencing different cuisines, rejuvenating physically and mentally, adventure and nature exploration, visiting different destinations and sightseeing. While there are similarities among Chinese and Russian tourists, distinct cultural perceptions emerge. Chinese travellers perceive Kazakh culture as distinct, with language, communication, values, and cuisine differences. Russian travellers view Kazakh culture as closely aligned with their own, highlighting shared historical and linguistic ties. The present study contributes to the literature by addressing gaps in multi-country and multi-cultural analyses of bleisure tourism. The results suggest that understanding nuanced cultural perceptions can enhance destination marketing strategies to attract and cater to diverse bleisure traveller segments.