ПРЕДИЗВИКАТЕЛСТВА ПРЕД ИНОВАЦИОННАТА АКТИВНОСТ В СЕЛСКИЯ ТУРИЗЪМ В БЪЛГАРИЯ
CHALLENGES IN THE INNOVATION ACTIVITY IN RURAL TOURISM IN BULGARIA

Summary/Abstract: The rural tourism makes an important and increasing contribution to economic growth of Bulgaria. It also represents one of the best opportunities to create income and employment for rural areas in our country with various stages of development. The growth of tourism, however, cannot be taken for granted. The present paper deals with economic subjects, working in the sector of rural tourism in the region “Central Stara Planina”, which innovation activity is influenced by the occurring dynamic market and product changes. The paper studies the conditions and factors, determining the innovation activity of defined economic subjects. The main aim of this research is to view and interpret basic theoretical-methodological formulations of the essence of innovations and in this context to offer indices, assessing the innovation activity of tourism enterprises, which, checked empirically in a certain degree, can help the choice of suitable management solutions. Therefore the fragment approbation of this indices are assumed as suitable for assessing the innovation activity of the economic subjects working in the studied sector. Important conclusions are drawn from the received research results. Dynamics of innovation in the rural tourism brings new ideas, services and products to the marketplace. Encompassing the whole tourism value chain, innovation does not only mean adapting the tourism industry to the changing tourism patterns with new marketing strategies, but also fostering new and innovative services, products and processes. Innovation in tourism is to be seen as a permanent and dynamic process. Today, the economics of tourism allows suppliers to deal more effectively with the increasing complexity and diversity of consumer requirements.

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