Marketing aspect of the tourism development strategy in the Republic of Karelia (on the example of the Muezersky district)

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Introduction and relevance

The Muyezersky District of the Republic of Karelia, despite its rich natural, historical, and cultural potential, remains one of the least developed tourist destinations in the region. According to data obtained during expert interviews with the municipal administration, the district is classified as a single-industry town with the most challenging socioeconomic situation (according to the Russian Federation Government Decree of July 29, 2014) [3]. Historically, the district’s economy was oriented toward the forestry industry, which led to underdevelopment of its tourism infrastructure. Compared to other districts of Karelia, Muyezersky was visited primarily by boat tourists.

However, the Muyezersky District possesses unique competitive advantages: the Vottovaara National Park (established in 2023), traditional Karelian villages (Reboly, Ondoze-ro, and Gimoly), historical monuments, a variety of water resources (Ondozero, Lender-skoye, and Pizanets lakes), and rafting rivers. These resources provide the foundation for the development of active tourism, including hiking, water, cycling, and combined routes.

The main marketing activity comes from the «Big Adventure» Travel Club, founded by renowned travelers Dmitry and Matvey Shpa-ro over 20 years ago. A variety of routes were developed here, and a brand strategy for active tourism began to emerge.

Analysis of the current state of tourism potential

Natural resources.

The Muyezersky District is located in the central part of the West Karelian Upland, which defines its unique landscape. Key natural features include:

Mount Vottovaara is the highest point of the highlands (417.3 m), covering an area of 6 km². In August 2011, the site was designated a natural landscape monument, and in October 2023, the Vottovaara National Park was established on its basis, covering an area of 14,059 hectares and including three clusters [4]. The mountain is known for its megalithic complexes (aggregation of boulders), which attract researchers and tourists interested in both the natural history and cultural heritage of the Sami peoples. Vottovaara is a unique, world-largest concentration of seids -ancient structures of the pagan Sami people, who inhabited these areas as early as the first half of the 2nd millennium AD. The objects were discovered in 1992 and are stone structures of varying shapes and sizes [1].

Water systems: Ondozero (a reservoir with an area of over 200 km²), Lake Lender-skoye, Lake Pizanets, and Lake Gimolskoye. The lakes are of glacial origin and are distinguished by the purity of their water, the presence of islands (Lake Ondozero has 54 islands), and a diverse ichthyofauna. The Chirka-Kem, Onda, and Lenderka rivers are ideal for rafting [14].

Forest ecosystems: The area is covered by mixed forests with a mixture of coniferous and deciduous trees, as well as wetland complexes, creating a unique flora and fauna. The habitat of reindeer, bears, wolves, moose, and lynx creates the conditions for ecotourism and wildlife watching.

Historical and cultural potential.

The Muyezersky District boasts a rich history, dating back to the 16th century, when the Karelian village of Muezero was located here. Key historical sites include:

The village of Reboly is the administrative center of the Rebolskoye rural settlement, where the memory of the legendary uprising of Ivan Rokachchu (the Karelian Robin Hood) against the Swedes is preserved. The Rebol Military Cemetery contains the mass graves of Soviet soldiers from the Soviet-Finnish War (1939–1940 and 1941–1944). The village has significant potential for historical and patriotic tourism [7].

The village of Ondozero has preserved the Chapel of St. George the Victorious (19th century) and monuments to Soviet soldiers. It has a history of sister-city ties with the Finnish village, which contributed to the development of handicrafts (weaving, the «Ondozero Artisans» cooperative) [11]. The village of Gimoli is the historical center of the Spasskoye Selet-sky Pogost (mentioned since 1587-1588). The village contains the Church of the Nativity of the Blessed Virgin Mary (consecrated in 1878)

and a mass grave of 25 Soviet soldiers of the 176th Rifle Division1

The Petrovskie copper mines (near the village of Ondozero) are an industrial heritage site of interest for specialized tourism.

Monuments of military glory: Mass grave of 81 border guards (1941), monument to the soldiers of the 32nd parachute detachment, memorial signs to fallen paratroopers (1942, 1976).

Existing tourist infrastructure.

According to expert interviews, the main tourism project in the area is the «Bolshoye Priklyuchenie» (Big Adventure) tourist center, which has been operating since 2000. It organizes active tours of various types:

• •    Hiking routes of varying difficulty levels

• •    Water travel and rafting on the Tsirko-Kem river

• •   Bicycle routes (Tiksha – Muyezersk)

• •  Family and youth programs

• •    Training courses for guide instructors

At the Bolshoy Priklyuchenie tourist center there is a route-qualification commission (RQC), which accepts and issues certificates on completion of the tourist route2

The following hiking and skiing trails exist in the Muyezersky district:

• •    The path to the place of V. Varlamov’s feat • Antikainen ski track (in winter)

• •    Hiking trails on Mount Vottovaara (there is no developed trails)

Rail service: Muyezerka station is located on the Suoyarvi-Kostomuksha line of the October Railway, 236 km from Suoyarvi station. Passenger service: Petrozavodsk-Kostomuksha-Petrozavodsk, St. Petersburg-Kostomuksha-St. Petersburg (several trains per week).

Target Audiences and Market Segmentation

Primary target segments.

Family tourism (parents with children aged 7–16):

• •    Interested in active programs and educational tourism

• •    They are looking for safety, variety of entertainment, convenience

• •    Average income is above average

• •    Prefer summer holidays, school holidays

• •    Attracted by programs like «The Big Adventure»

Youth and students (16–30 years):

• •    Active tourism, extreme sports, social networks

• •    Budget tourists traveling in groups

• •    Interested in water tourism and hiking trails

• •    A developed digital infrastructure is important

Middle-aged tourists (30–55 years):

• •    They value nature, history, and cultural heritage

• •    Have a medium to high financial situation

• •    Interested in wildlife, photography, ecology

• •    Prefer organized tours with professional guides

Specialized tourists:

• •    And active tourists are extreme sports enthusiasts (rafting, mountaineering, cycling)

• •    Academic tourists and researchers (history, ethnography, geology)

• •    Ecotourists interested in nature conservation

• •    Marginal tourists (mystical views, interested in megaliths)

Finnish tourists:

• •    Historically associated with the region (from 1918 to 1920, Reboly was under Finnish protectorate)

• •    Availability of sister city   relations

(Ondozero)

• •    Relative proximity

• •    Interest in Finnish culture in Karelia

Secondary target segments.

• •    Retired persons with an active lifestyle

• •    Corporate groups at team events

• •    Educational     institutions     (schools,

universities)        for excursions

SWOT analysis of the destination

Based on the analysis conducted the following conclusion can be drawn. At the current stage, the most effective tools will be those that require minimal investment and can yield the greatest return. Given the complexity and financial intensity of improving transport accessibility, it is clear that solving this problem will take time. On the other hand, accessibility can be a key factor in developing potential and positioning. This area is a place where tourists can overcome challenges and experience a small adventure. Accordingly, from a marketing perspective, we must offer a story that makes these challenges worth overcoming.

From a marketing perspective, a natural and cultural phenomenon of this scale allows for engagement with a very specific audience – those for whom the complexity of the route and the lack of typical tourist infrastructure are not a drawback, but rather a confirmation of the authenticity of the destination. Inaccessibility and wild, unimproved nature represent potential [9]. Communication should not be based on dispelling myths or, on the contrary, on definitively establishing them; it is necessary first and foremost present them as part of the cultural landscape destinations, thereby giving the guest the opportunity to interpret for themselves.

It is proposed to highlight three vectors for development:

Firstly, «legends and mysticism» - considering the mountains Vottovaara necessary enhance the aura of mystery, Since the key audience – «Lovers of secrets, mysteries and ancient legends» – tends to think that valuable things are always hidden or difficult to access, that is why the lack of an asphalt road will not be perceived as a minus – in fact, it will turn into an advantage, because the difficult path makes the final goal more valuable. Riddles and secrets, curiosity fueled by the unexplored – This is the driving force of the tourism industry, and natural «oddities» The goods have managed to create a whole family of legends and rumors.

From a geological standpoint, everything is relatively known regarding the formation of the complex. Nine thousand years ago, a powerful earthquake occurred in these areas, in the result of what A rock amphitheater of characteristic shape emerged. The paradox is that it is precisely the visual anomalies (stones seemingly balancing on a thread, trees with gnarled, almost organic curves) that create a mystical aura.1 Local legends attribute the creation of the complex to ancient Sami shamans and their rituals – according to legend, there was an unknown force that erected the stone structures. Inaccessibility in this context will only work to the advantage, adding the necessary emotions [7].

Secondly, festivals with an ethnic focus (the villages of Rebola and Gafostrov), when remoteness becomes an advantage. Authenticity the presence of the inhabitants and the surrounding nature adds color to the festival without any additional investment and justifies the inaccessibility of the place, as well as creates a sense of the uniqueness of the experience for the tourist.

A remote settlement, for example, Rebols are the perfect base for an authentic event. Karelia is essentially an ethnocultural palimpsest. For centuries, Karelians, Vepsians, and Russians have been intertwined in Karelia. The historical roots with Finland are particularly deep. It is this multilayered nature that the main resource.

The Karelians, although under Novgoro-dian influence, retained a certain independence. Their ties with the Russian principalities were built more on trade and military alliances against a common threat (such as Swedish expansion) than on assimilation. Later, in the 19th and 20th centuries, the Finnish national movement gave birth to what is known as “Karelianism“ — an idealization of Russian Karelia as a treasury of ancient Finnish culture, a “golden age.” This was even reflected in the concept of “Greater Finland.” Today, the republic officially promotes the preservation of the languages and cultures of its indigenous peoples. Ethnocultural centers and museums– for example, the Sheltozero Veps

Museum - are active. A cultural and ethnographic project in the village of Gafostrov, is underway to preserve and restore the material, spiritual, and cultural-historical heritage of the ancient Karelian village of Gafos-trov [2].

Organizing a festival in a remote village means turning the lack of transportation accessibility into an advantage. Participants are more than just spectators. They are guests who have reached a “secret” place where culture exists in a less transformed form. The program can be both entertaining –concerts, fairs, demonstrations of folk games - and educational: master classes on ancient crafts, lectures on village history, or simply demonstrations of typical Karelian life of the time. All this ensures a deep immersion and creates a justifiably high value for the event.

Thirdly, there are sporting events (orienteering, wilderness survival, or lumberjack competitions to revive traditions). Many participants in such competitions want to feel unique and part of a certain group, which they automatically receive simply by reaching the venue and participating in the event.

Orienteering competitions, survival practices, and competitions like lumberjack competitions all draw on the natural conditions of the land and historical norms of life. The harsh Karelian nature – wooded, lake-filled, and rocky – has historically shaped lifestyle and leisure. Traditional games and competitions often involve throwing, running, and tests of agility.

Such events attract audiences seeking a physical challenge, a test of their own competence. The journey to the venue itself is a qualifying stage, fostering a sense of belonging. Lumberjack competitions - if positioned as a revival of an ancient craft - carry a powerful cultural message. Participants are not simply spectators at a sporting event; they are enacting a historical scenario, which greatly

Table 1. SWOT analysis of the destination

Strengths

• S1:    Unique natural objects (Vottovaara National Park, lakes).

• S2:    Rich historical and cultural heritage (Sami culture, history).

• S3:    Availability of railway connection (Muezerka station).

• S4:    Availability of an experienced local tour operator (Big Adventure).

• S5:    Natural diversity for different types of tourism.

• S6:    Wild, undisturbed nature with low tourist pressure.

Opportunities

O1: Development of the Vottovaara National Park and access to federal funding.

O2: Growing interest in active and domestic tourism.

O3: Using digital technologies for promotion (applications, social networks).

O4: Cooperation with neighboring regions (Karelian cluster).

O5: Recovering cross-border tourism with Finland.

O6: Access to grants and government support programs.

O7: Growing demand for eco-friendly and responsible tourism.

O8: Partnerships with academic institutions for science tourism.

Weaknesses

W1: Poor accommodation infrastructure (lack of hotels, campsites).

W2: Unsatisfactory condition of roads.

W3: Rare transport service (trains twice a week).

W4: Lack of a unified marketing strategy.

W5: Poor network of hiking trails.

W6: Lack of information infrastructure for tourists.

W7: Shortage of professional guides and instructors.

W8: Lack of statistics on tourists.

W9: Budget constraints (subsidized area).

Threats

T1: Competition with other tourist regions of Karelia.

T2: Demographic decline and youth outflow.

T3: Depletion of natural resources due to the forest industry.

T4: Political instability due to border location.

T5: Economic instability and budget cuts.

T6: Degradation of natural sites due to uncontrolled tourism.

enhances the emotion and connection to the event.

Once the first three areas have been tested and proven viable, the logical next step is a year-round calendar. Each event can be filled with specific, academically sound content:

• •    The adventure festival in July includes lec

tures on the geology of Vottovaara and stories about ecology.

• •    Vottovaara mount Day (September): Climbing with guided tours by geologists and historians, who tell stories about both scientific theories of the formation of the complex and folk legends.

• •    Karelian Crafts Week (May) - directly linked to the craft centers of Vepsian settlements and supported by the relevant organization [4].

• •    Adventure Festival (July): A multi-day event with route demonstrations, workshops, and a concert

• •    Historical reconstruction (August) covers various periods: from medieval conflicts to the Civil War. High level of historical accuracy.

• •    The Finnish-Karelian Festival (October) builds on cultural ties and can promote public diplomacy with the support of friendship societies.

The long-term goal is to adapt a model similar to Sustainable Travel Finland. This program focuses on four dimensions: economic, social, cultural, and environmental. For the Muezersky District, this means infrastructure development, the creation of tourism products, and communication - all of which should serve the preservation of nature, support for the population, respect for heritage, and the provision of economic benefits [5].

The problem with preserving nature and authenticity of the place has inseparable connection with the concept of eco-tour-ism. Ecotourism is a system-forming trend. It consolidates success and minimizes damage from the growing flow of tourists. Ecotourism is responsible travel through natural areas that preserves the environment, supports the well-being of local residents, and includes an educational element [8]. The principles are ideally suited to the proposed strategy:

First, minimizing environmental impacts. Fragile ecosystems like Vottovaara require clear rules - paths, restrictions on collecting and removing trash.

Secondly, support for the local population. Benefits should remain in the communities. This is achieved through hiring local guides, purchasing goods from local residents, and accommodation in family guesthouses [6].

Third, environmental education. Guides tell not only legends but also the unique geology, ecosystems, and the importance of preserving them.

Fourth, respect for heritage. Tourism should support traditions, not turn them into tasteless souvenirs.

Tax incentives and co-financing should all be aimed at stimulating the proposed model. Small family hotels, training residents as guides and storytellers, and developing local industries will transform the local population from passive observers into the main beneficiaries and guardians of tourism potential. This will ensure the long-term sustainability of the project.[6]

If the above-described basic directions are successfully developed, a diversified tourism product will need to be developed in the future. Then, the Muyezersky District can be positioned as a comprehensive tourist destination offering an integrated range of services.

When developing a comprehensive strategy, it makes sense to rely on archetype theory and sustainable development principles1 Research (in particular, that of Natalia Kiseleva) shows that successful positioning of a tourist destination is often built on Jungian archetypes. This creates a deep emotional image of the territory. The identity of the Muyezersky district – with its mysterious mountain, harsh nature, and authentic culture - corresponds to the “Innocence” and “Traveler” archetypes. They embody purity, a return to roots, and a desire for discovery. It is fully consistent with the slogan «Vottovaara - The Pinnacle of Adventure».

Tourism products to be implemented in the second stage:

• 1.    The route “Vottovaara. The Pinnacle of

Adventure”

• •    Walking route of 1-2 difficulty categories

• •   Duration: 2-3 days

• •    Key points: Gimoli village ^ Mount Vottovaara ^ Lake Pizanets

• •   Interpretation: geology of the Kare

• 2.    Route “Lakes and swamps of Western Karelia”

lian craton, Sami cultural heritage, megalithic complexes

• •    Water tour with walking excursions

• •   Duration: 5-7 days

• •    Route: Lake Ondozero ^ River Elma ^ Lake Elmozero

• •   Interpretation: glacial landscapes,

• 3.    Route “The Karelian Legend: History and Culture of Rebol”

biodiversity, traditional fisheries

• •   Historical and cultural tour

• •   Duration: 1-2 days

• •   Key points:  Reboly (village,  military cemetery), monument to Ivan

Rokach, mass graves

• •   Interpretation: history of the Finno-

• Ugric peoples, Soviet history, military glory

• 4.    Route «Crafts and Traditions: Ondozero and Gimoly»

• •    Cultural and ethnographic tour

• •   Duration: 2-3 days

• •    Key points: Ondozero village (chapel, artisans’ artel), Gimoli village (church, historical settlements)

• •   Interpretation: Karelian traditional

• 5.    Route “Northern River: rafting on the

culture, handicraft production, architectural heritage

Chirka- Kem“

• •   Water rafting

• •   Duration: 7-9 days

• •   Interpretation: aquatic geology, fauna

• 6.    The route “Tiksha – Muyezersk bicycle route” (adapted from an existing program) • Cycling tourism

of river systems, ancient settlements

• •   Duration: 1-2 days

• •   Interpretation: forest landscapes, ru

• 7.    Specialized programs for schools and universities

ral Karelia, natural lakes

• •    Geological field practices

• •   Ethnographic research

• •   Environmental design

Positioning and branding destinations

Value Proposition Proposition):

«The Muezersky District is a true Karelia: the wild nature of the Vottovaara National Park, the thousand-year history of the Karelian people, and family-friendly routes for active travel away from the hustle and bustle».

Key brand attributes:

• •    Authenticity: Authentic landscapes, traditional culture, minimal tourist infrastructure

• •    Activity: Walking, water, cycling routes

• •    History: Sami heritage, Soviet history

• •    Nature: National Park, lakes, swamps, wildlife

• •    Availability: Relatively low prices, family programs

Development names And Logo:

According to expert interviews, the logo has already developed. It is recommended to expand the branding:

• •    Slogan: “Vottovaara. The pinnacle of adventure” or “The hidden power of the North”

• •    Merchandise: T-shirts, badges, bags with logo

• •    A unified visual language across all communication materials

Conclusion and recommendations

The Muyezersky District has unique potential for developing domestic tourism, but its implementation requires a systematic and multi-layered approach to marketing the area. Despite existing natural, historical, and cultural resources (Vottovaara National Park, traditional villages, and rich fauna) and experienced guides (Bolshoy Priklyuchenie), the main barriers to development are poor infrastructure, insufficient funding, and the lack of a unified marketing strategy.

Key recommendations:

• 1.    Develop a unified brand and web platform (website and mobile app) that integrate all tourism services and information about the area. This will create a single point of entry for potential tourists and increase search engine visibility.

• 2.    Prioritize digital marketing development, especially social media (Zen, Rutube) and SEO. These channels have a low barrier to entry and high potential for attracting target audiences (young people, families, active tourists).

• 3.    Strengthen partnerships with company «Big Adventure» and other market participants, creating a win-win ecosystem. The municipality should act as a coordinator and promoter of this ecosystem.

• 4.    Organize event marketing that creates a sense of uniqueness and attracts media and influencer attention. Festivals and events will generate organic media content.

• 5.    Attract funding from federal and regional sources through support programs for single-industry towns. Initial investments will pay for themselves within 2–3 years due to increased tourist flow.

• 6.    Engage local residents in tourism activities (accommodation, food, and guides) by creating economic incentives for participation.

• 7.    Develop a quality and standardization system to ensure a positive tourist experience and high reviews on platforms.

• 8.    Continuously monitor and analyze the effectiveness of marketing activities, adapting the strategy in real time based on data and feedback.

This will ensure social acceptance of tourism and its economic sustainability.

It is recommended to combine the routes into a single system. For example, the starting point for a rafting trip on the Chirka-Kem River could be the village of Reboly, and the exit point the village of Gafostrov. This would create a rich historical and cultural program and allow for a combined 12- days tour. All this is impossible without the active involvement of the local population. Drawing on European experience, local communities are the preservers of authenticity [13]. They should be the primary beneficiaries and co-creators through guide training programs, the development of rural guest tourism, and craft cooperatives.

The Muyezersky District, therefore, is positioned as more than just a location on a map. It’s a sustainable tourist destination -a place offering a deep, thoughtful, and responsible immersion experience into the authentic nature and culture of Karelia.

The authors express their gratitude to the administration of the Muyezersky district for assistance in preparing the material.

• Table 2. Promotion strategy for Muyezersky district

  Direction

  
  

  Actions

  
  

  Justification

  
  

  Authenticity

  
  

  Live workshops, storytelling evenings, local cuisine tastings (kalitki, fish). Support for local artisans.

  
  

  Preservation of intangible cultural heritage as the basis for the uniqueness of a destination

  
  

  Personalization

  
  

  Communication

  
  

  Partnerships

  
  

  Shorter routes (2–3 days) and extended versions (7–10 days) are available. Themed packages include: mystical Karelia, ecological footprint, and a culinary tour. Workation programs

  A content plan centered around brand attributes. Digital guides (audio tracks, AR apps). Positioning accessibility as a filter.

  Collaboration with academic institutions for specialized programs. Cross-cultural projects with Finland.

  
  

  A response to the demand for personalized tourism products, when a tourist can create a product themselves.

  Effective communication of the value proposition is a key requirement for sustainability programs.

  Finno-Ugric heritage and the Kalevala epic are significant resources for cultural ties