The topic of the thesis is "Socially responsible marketing strategy on the example of Međimurje County", which will explain the connection between socially responsible strategy related to tourism in Međimurje County, the current knowledge of the residents of Međimurje regarding the general concept of "Socially Responsible Marketing Strategies". Social responsibility in marketing involves focusing efforts on attracting consumers who want to make a positive difference with their purchase. Many companies have adopted socially responsible elements in their marketing strategies as a means of helping the community through useful services and products. However, the growing trend of socially responsible strategy in marketing is certainly a good motive for further research. In the theoretical part of this paper, tourism and sustainable development will be discussed, as well as marketing strategies in tourism, the application of socially responsible strategies in tourism, and the analysis of tourism on the example of Međimurje County. This paper brings key elements of tourism development through a socially responsible strategy in marketing. The thesis is based on research conducted among the residents of Međimurje County, 156 respondents were examined through an online survey. The goal of the research part of the paper is to investigate the opinion and attitudes of the population of Međimurje County regarding better research and learning about socially responsible marketing in tourism‚ but also to find out what their suggestions are for improving tourism in Međimurje County itself with socially responsible behavior. The purpose of the paper is to prove the awareness of the residents of Međimurje County about the importance of socially responsible behavior in tourism‚ as well as improving the development of tourism in Međimurje County itself.