A Multi-Level Model for Integrating Sustainable Practices in the Hospitality Industry: A Conceptual Framework and Opportunities for Regional Adaptation (Using the Example of Zhetysu)

This article develops and empirically supports a multi-level model for integrating sustainable practices in the hospitality industry, using the Zhetysu region of Kazakhstan as a regional case. The theoretical basis of the study is formed by the concepts of sustainable development, ESG principles and the Triple Bottom Line framework, which are integrated into a macro-, meso- and micro-level structure of sustainability management. The empirical analysis uses regional statistical data on the hotel sector for 2022–2025, including service volume, employment, wages, accommodation capacity, bed-days, investments and environmental protection expenditures. On this basis, a system of sustainability indices was constructed to assess economic, social and environmental dynamics. The results show that the Composite Sustainability Index increased from 0.00 in 2022 to 0.66 in 2025, indicating positive but uneven progress. Social indicators demonstrated the most stable improvement, while economic sustainability remained constrained by low capacity utilisation and unstable labour productivity. Environmental indicators were the weakest component, reflecting fragmented and inconsistent green practices. The novelty of the study lies in linking ESG and Triple Bottom Line principles with measurable regional indicators and a multi-level governance model. The proposed framework and roadmap can support regional authorities, tourism organisations and hospitality enterprises in coordinating sustainability initiatives and monitoring their implementation.