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Abstract
This scientific paper explores the intricate dynamics of rural tourism development, focusing on the social sustainability indicators that influence the progress of rural communities Focusing on Western Serbia, this research delves into the social sustainability indicators influenced by rural tourism. This study relied on structured surveys conducted among residents of the popular ethno villages – Koštunići, Vraneša, Sunčana reka, and Sirogojno. Utilizing a Likert scale, participants rated their perceptions on social sustainability indicators and gender-related dynamics. Statistical analyses, including Chi-Square Tests, were utilized to explore associations between social indicators and the gender of the participants. Examining family conflicts, trust, generosity, personal appearance, information use, social responsibility, confidence, and women's health, the study uncovers positive shifts in community well-being. The study emphasizes the pivotal role of social sustainability in evaluating the impact of rural tourism on community well-being and underscores the need for a comprehensive understanding of social dynamics to ensure the success of sustainable rural tourism initiatives.
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