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Rural tourism is based on the natural and cultural resources in an area that make it unique, with people as the main drivers. The main objective of this paper is to know the social perception about rural tourism impact in the Cinco Villas region (Aragon, Spain), analysing its evolution and effect on the territory. The theoretical approach is based on concepts such as rural tourism and its different elements from the perspective of sustainable local endogenous development. The research method chosen is the study case based on the Cinco Villas region. A combination of qualitative and quantitative instruments was used to research and achieve the aims of this study. A documentary analysis of the last ten years based on secondary data from institutional database sources was conducted. Primary data have been compiled from two different sources: semi-structured interviews with political leaders and tourism business people and participatory observation in focus groups.

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