Rural tourism has created new opportunities of employment, mainly for women and younger people, offering solution to the tourist seasonality (average=3,1). In addition, respondents, believe that rural tourism has positively contributed to the area’s image (average=3,4). Istria has become a famous tourist destination and more attractive not only to the visitors but also to the residents. In regard to other variables, such as the increasing number of local cultural activities, the increasing knowledge of the residents in relation to the culture and the environment and the tourist elevation of local tourism it is found that, according to the residents of the sample, the level of the