Original Contribution SUSTAINABILITY OF RURAL TOURISM IN THE SMOLYAN

We describe rural tourism based on sustainability. We select parameters for developing a model of sustainable rural tourism. Thus the following indicators of sustainability in rural tourism are: tourist planning, number of visitors (tourists) in a given destination, natural and cultural attractions, involvement of local population, number of jobs opened by rural tourism, contribution of rural tourism to local economy, environmental factors, training and qualification of labour force, satisfaction from the development of rural tourism, security for tourists. Our conclusions include the following: 1. Rural tourism has not reached the expected level of development in the studied region; 2. Marketing approach is needed in developing complex tourist products according to the needs of various segments on the tourist market; 3. Natural, geographic, human, physical and economic factors of development are available in the studied region; 4. Sheep- and horse-breeding are a prerequisite for using the existing natural resources, creating traditional local products; 5. A problem that needs to be overcome is the distinction of people from their rural identity