ИСТИНА

The purpose of the paper is to provide better understanding of marketing issues relevant to sustainable ethno- and ecotourism marketing in rural regions. Marketing issues are highly important for Russian regions with unique landscapes and nice small settlements but lack of clear positioning and promotion skills impede their development as tourist destinations. The case of Mari El Republic shows that ethno-tourism concept, based on preserving paganism, the traditional religion of the Mari people, can be a solid basis for positioning and unique tourist value proposition. A long-term marketing strategy based on sustainable relationships between local communities, business and local authorities.