The new challenges of rural areas support expansion of the range of professional research and
analysis focusing on local or regional identity structures as a quality factor of development.
These new approaches are particularly important in the rural areas of the post-socialist
countries, which are in the initial stages of the recognition of the potential inherent in the
endogenous development paradigm. In Szeklerland, according to the new rural development
paradigm, place-based identity could be a potential for the sustainable development. The aim
of my paper is to present the major dimensions of the place-based identity structure in a microregion of Szeklerland.