Ethnocultural values are the basic unit within a people, which is distinguished from its environment by its specific historical tradition, culture, way of life, social organisation or language. In the present analysis, we will undertake an evaluation of the ethnocultural characteristics of the most western and multi-ethnic region of Ukraine, Transcarpathia, and the ethnic groups living within it, and the main focus here will be on evaluating how these values are present today and how they are mostly marketed within tourism. We then turn to an analysis of South Tyrol in Italy, often referred to as a tourist paradise. We can see some parallels between the two areas: both are on the periphery of the country, different nationalities live side by side, its mountainous area offers wonderful attractions, etc. In all cases, the emphasis will be on the presentation of ethno-cultural characteristics. We also discuss the fact that the marketing of ethnocultural features and tourism itself is a function of the political and economic situation of the country concerned.
Keywords: Transcarpathia, ethnocultural characteristics, South Tyrol, sales, multinational
