The Importance of Rural Tourism Development in Kosovo and Its Prospects for the Future: Case Study — Jezerc Village

Abstract

Rural tourism has emerged as a key strategy for sustainable development in underdeveloped regions, offering vital opportunities for economic and social revitalization. This study examines the impact and prospects of rural tourism in Jezerc village, Kosovo, using a mixed-methods approach that integrates both quantitative and qualitative data. Quantitative analysis of survey responses from 120 residents and 72 tourists reveals that 57% of residents believe tourism increases household income, while 62% see it as a means of preserving local traditions. However, only 21% report sufficient institutional support, and 74% call for stronger promotion efforts. The findings also show that tourists are primarily drawn to the natural environment (72%) and to peace and relaxation (61%), but express dissatisfaction with infrastructure, particularly signage and roads. A Chi-square test confirmed significant differences in stakeholder views on tourism development strategies (p < 0.001), underscoring the need for inclusive planning. While rural tourism’s general benefits, such as job creation, income diversification, and infrastructure improvement, are well known, this study provides new insights by highlighting the disconnect between community potential and institutional support, and by revealing specific demographic and perceptual trends among domestic tourists. The research concludes by advocating for policy frameworks that prioritize local engagement, targeted investment, and strategic promotion to ensure the sustainable and inclusive development of rural tourism in Kosovo.