The monograph highlights the theoretical and practical aspects of the development of rural tourism as a new promising direction of the tourism industry. On the example of the Siberian region, the specifics of positioning and promotion of tourist facilities in rural areas are considered. The authors, through the reconstruction of the concept "Siberia", identify the specifics of the perception of the Siberian region by representatives of the English-speaking linguistic and cultural community, determine the image-forming potential of this concept in the formation of a tourist destination. The paper focuses on the cognitive foundations of understanding media texts aimed at positioning and promoting rural tourism objects, linguo-semiotic techniques that provide an impact on the consumer audience. The monograph is addressed to teachers, students, graduate students, specialists in the field of theoretical and practical problems of positioning and promotion of rural tourism facilities .