In contemporary tourism, it is important to develop a marketing plan in which the elements of the marketing mix will be based on sustainable development. A quality marketing mix is the result of an analysis of the marketing environment in which an organization is located. As the marketing environment is subject to numerous changes and influences from external and internal factors, it is necessary to research, measure and compare how changes affect the organization. Keeping track of the impact of changes, trends and changes in environmental infrastructure can be a key step in an organization's progress. Sustainable development is also a trend that drives the principles of green, social and critical marketing. The application of the principle of sustainable marketing in rural tourism is an important determinant for the transformation of the 4P marketing mix with its 3P changes to standards that imply the use of sustainable and responsible business. Marketing mix sustainability standards are enforced through networking, the creation of a sustainable tourism product brand, awareness of capacity and demand, and the use of technology in establishing processes.