MANAGING THE SOCIAL SUSTAINABILITY OF CULTURAL AND EDUCATIONAL TOURISM (BASED ON THE CASE OF THE KABARDINO-BALKARIAN REPUBLIC)

Abstract

This article addresses the pressing issue of managing the social sustainability of cultural and educational tourism, using the Kabardino-Balkarian Republic as an example. In the context of growing tourist flows and intensifying socioeconomic challenges, this study substantiates the need for a balanced approach that will ensure not only economic benefits but also social justice, the preservation of cultural authenticity, and an improved quality of life for the local population. Using systems analysis and sociological research methods (stakeholder surveys, content analysis), key social risks to tourism development in the Kabardino-Balkarian Republic are identified: asymmetric income distribution, seasonal unemployment, the commercialization of cultural heritage, and increasing pressure on infrastructure. As a solution, a comprehensive social sustainability management model is proposed, integrating monitoring, management, and communication. The model includes a system of indicators, mechanisms for regulating anthropogenic loads, incentives for social entrepreneurship, and community dialogue programs. The practical significance of this study lies in the development of specific recommendations for government agencies and businesses aimed at the equitable distribution of tourism benefits, support for local producers, and the active involvement of residents in management processes. The study's results are applicable to other regions with similar cultural and educational potential.