It can be pointed out that the most important trends in modern tourist demand are changes in the trends and preferences of modern tourists. Accordingly, modern tourists are directed towards tourist offers in which they have the opportunity to actively spend their holidays, gain new experiences and experiences. A large number of people participate in the tourist market and it is developing as the basis for the economic development of a large number of countries. With the advent of tourism, there are two important characteristics - travel itself and the ability to meet the recreational and other needs of modern tourists. Social behavior is defined as the activity of an individual that changes or otherwise modifies the work of another individual. Motivation refers to a large number of forces that through their characteristics direct and determine human behaviors. Such forces are influenced by a large number of internal and external factors, which are responsible for inducing, determining, maintaining the content, direction, intensity and duration of certain patterns of human behavior. A complete view of consumer satisfaction is conditioned by the level at which their research is met in terms of the values received. The aim of the research in this paper was to determine the respondents' perception of the impact of tourism on social behaviors and values. The survey was conducted in the period from March 18 to April 25, 2020, on a sample of 127 respondents. Based on this research, it can be concluded that social behavior can have a positive impact on the development of tourism demand and that cultures influence the establishment of a balance between the interests of individuals and the needs of society as a whole.