2 research outputs found
CHALLENGES IN THE INNOVATION ACTIVITY IN RURAL TOURISM IN BULGARIA
Π‘Π΅Π»ΡΠΊΠΈΡΡ ΡΡΡΠΈΠ·ΡΠΌ ΠΈΠΌΠ° Π·Π½Π°ΡΠΈΠΌ ΠΏΡΠΈΠ½ΠΎΡ Π·Π° ΠΈΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈΡ ΡΠ°ΡΡΠ΅ΠΆ Π½Π°
ΠΡΠ»Π³Π°ΡΠΈΡ. Π’ΠΎΠΉ ΠΏΡΠ΅Π΄ΡΡΠ°Π²Π»ΡΠ²Π° Π΅Π΄Π½Π° ΠΎΡ Π½Π°ΠΉ-Π΄ΠΎΠ±ΡΠΈΡΠ΅ Π²ΡΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΠΈ Π·Π° ΡΡΠ·Π΄Π°Π²Π°Π½Π΅ Π½Π° Π΄ΠΎΡ
ΠΎΠ΄ΠΈ ΠΈ Π·Π°Π΅ΡΠΎΡΡ Π² ΡΠ΅Π»ΡΠΊΠΈΡΠ΅ ΡΠ°ΠΉΠΎΠ½ΠΈ Π½Π° ΡΡΡΠ°Π½Π°ΡΠ°, ΠΎΡΠ»ΠΈΡΠ°Π²Π°ΡΠΈ ΡΠ΅ Ρ ΡΠ°Π·Π»ΠΈΡΠ½Π° ΡΡΠ΅ΠΏΠ΅Π½ Π½Π° ΡΠ°Π·Π²ΠΈΡΠΈΠ΅. ΠΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈΡΡ Π½Π°ΠΏΡΠ΅Π΄ΡΠΊ Π½Π° ΡΡΡΠΈΠ·ΠΌΠ°, ΠΎΠ±Π°ΡΠ΅ Π½Π΅ ΠΌΠΎΠΆΠ΅ Π΄Π° ΡΠ΅ ΠΏΡΠΈΠ΅ΠΌΠ° Π·Π° Π΄Π°Π΄Π΅Π½ΠΎΡΡ.
ΠΠ±Π΅ΠΊΡ Π½Π° Π½Π°ΡΡΠΎΡΡΠ°ΡΠ° ΡΠ°Π·ΡΠ°Π±ΠΎΡΠΊΠ° ΡΠ° ΠΏΡΠ΅Π΄ΠΏΡΠΈΡΡΠΈΡΡΠ°, ΡΠ°Π±ΠΎΡΠ΅ΡΠΈ Π²
ΡΠ΅ΠΊΡΠΎΡΠ° Π½Π° ΡΠ΅Π»ΡΠΊΠΈΡ ΡΡΡΠΈΠ·ΡΠΌ ΠΎΡ ΡΠ΅Π³ΠΈΠΎΠ½ βΠ‘ΡΠ΅Π΄Π½Π° Π‘ΡΠ°ΡΠ° ΠΏΠ»Π°Π½ΠΈΠ½Π°β, ΡΠΈΡΡΠΎ ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½Π° Π°ΠΊΡΠΈΠ²Π½ΠΎΡΡ ΡΠ΅ Π²Π»ΠΈΡΠ΅ ΠΎΡ Π½Π°ΡΡΡΠΏΠ²Π°ΡΠΈΡΠ΅ Π΄ΠΈΠ½Π°ΠΌΠΈΡΠ½ΠΈ ΠΏΠ°Π·Π°ΡΠ½ΠΈ ΠΈ ΠΏΡΠΎΠ΄ΡΠΊΡΠΎΠ²ΠΈ ΠΈΠ·ΠΌΠ΅Π½Π΅Π½ΠΈΡ. ΠΡΠ΅Π΄ΠΌΠ΅Ρ Π½Π° ΠΈΠ·ΡΠ»Π΅Π΄Π²Π°Π½Π΅ΡΠΎ ΡΠ° ΡΡΠ»ΠΎΠ²ΠΈΡΡΠ° ΠΈ ΡΠ°ΠΊΡΠΎΡΠΈΡΠ΅, Π΄Π΅ΡΠ΅ΡΠΌΠΈΠ½ΠΈΡΠ°ΡΠΈ ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½Π°ΡΠ° Π΄Π΅ΠΉΠ½ΠΎΡΡ Π½Π° ΠΎΡΠΊΡΠΎΠ΅Π½ΠΈΡΠ΅ ΠΈΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈ ΡΡΠ±Π΅ΠΊΡΠΈ. ΠΡΠ½ΠΎΠ²Π½Π°ΡΠ° ΡΠ΅Π» Π½Π° Π½Π°ΡΡΠΎΡΡΠΎΡΠΎ ΠΈΠ·ΡΠ»Π΅Π΄Π²Π°Π½Π΅ Π΅ Π΄Π° ΡΠ΅ ΡΠ°Π·Π³Π»Π΅Π΄Π°Ρ ΠΈ ΠΈΠ½ΡΠ΅ΡΠΏΡΠ΅ΡΠΈΡΠ°Ρ Π±Π°Π·ΠΎΠ²ΠΈ ΡΠ΅ΠΎΡΠ΅ΡΠΈΠΊΠΎ-ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ»ΠΎΠ³ΠΈΡΠ½ΠΈ ΠΏΠΎΡΡΠ°Π½ΠΎΠ²ΠΊΠΈ Π·Π° ΡΡΡΠ½ΠΎΡΡΡΠ° Π½Π° ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΈΡΠ΅ ΠΈ Π² ΡΠΎΠ·ΠΈ ΠΊΠΎΠ½ΡΠ΅ΠΊΡΡ Π΄Π° ΡΠ΅ ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ°Ρ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»ΠΈ Π·Π° ΠΎΡΠ΅Π½ΠΊΠ° Π½Π° ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½Π°ΡΠ° Π°ΠΊΡΠΈΠ²Π½ΠΎΡΡ Π½Π° ΡΡΡΠΈΡΡΠΈΡΠ΅ΡΠΊΠΈΡΠ΅ ΠΏΡΠ΅Π΄ΠΏΡΠΈΡΡΠΈΡ, ΠΊΠΎΠΈΡΠΎ ΠΏΡΠΎΠ²Π΅ΡΠ΅Π½ΠΈ Π² ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½Π° ΡΡΠ΅ΠΏΠ΅Π½ ΠΏΠΎ Π΅ΠΌΠΏΠΈΡΠΈΡΠ΅Π½ ΠΏΡΡ, Π΄Π° ΠΏΠΎΠ΄ΠΏΠΎΠΌΠ°Π³Π°Ρ ΠΈΠ·Π±ΠΎΡΠ° Π½Π° ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ΡΡΠΈ ΠΌΠ΅Π½ΠΈΠ΄ΠΆΡΡΡΠΊΠΈ ΡΠ΅ΡΠ΅Π½ΠΈΡ. ΠΡΠ² Π²ΡΡΠ·ΠΊΠ° Ρ ΡΠΎΠ²Π° ΡΠ΅ ΠΈΠ·Π²ΡΡΡΠ²Π° ΡΡΠ°Π³ΠΌΠ΅Π½ΡΠ°ΡΠ½ΠΎ Π°ΠΏΡΠΎΠ±ΠΈΡΠ°Π½Π΅ Π½Π° ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½ΠΈΡΠ΅ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»ΠΈ Π·Π° ΠΎΡΠ΅Π½ΠΊΠ° Π½Π° ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½Π°ΡΠ° Π°ΠΊΡΠΈΠ²Π½ΠΎΡΡ Π½Π° ΠΈΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈΡΠ΅ ΡΡΠ±Π΅ΠΊΡΠΈ, ΡΠ°Π±ΠΎΡΠ΅ΡΠΈ Π² ΠΏΡΠΎΡΡΠ²Π°Π½ΠΈΡ ΡΠ΅ΠΊΡΠΎΡ. ΠΠ·Π²Π΅ΠΆΠ΄Π°Ρ ΡΠ΅ ΠΏΠΎ-Π²Π°ΠΆΠ½ΠΈ ΠΎΠ±ΠΎΠ±ΡΠ΅Π½ΠΈΡ Π½Π° ΠΏΠΎΠ»ΡΡΠ΅Π½ΠΈΡΠ΅ ΠΈΠ·ΡΠ»Π΅Π΄ΠΎΠ²Π°ΡΠ΅Π»ΡΠΊΠΈ ΡΠ΅Π·ΡΠ»ΡΠ°ΡΠΈ. ΠΠΈΠ½Π°ΠΌΠΈΠΊΠ°ΡΠ° Π½Π° ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΈΡΠ΅ Π² ΠΎΠ±Π»Π°ΡΡΡΠ° Π½Π° ΡΠ΅Π»ΡΠΊΠΈΡ ΡΡΡΠΈΠ·ΡΠΌ Π½ΠΎΡΠΈ Π½ΠΎΠ²ΠΈ ΠΈΠ΄Π΅ΠΈ, ΠΏΡΠΎΠ΄ΡΠΊΡΠΈ ΠΈ ΡΡΠ»ΡΠ³ΠΈ Π½Π° ΠΏΠ°Π·Π°ΡΠ°. ΠΠ±Ρ
Π²Π°ΡΠ°ΠΉΠΊΠΈ ΡΡΠ»Π°ΡΠ° ΡΡΡΠΈΡΡΠΈΡΠ΅ΡΠΊΠ° ΡΡΠΎΠΉΠ½ΠΎΡΡΠ½Π° Π²Π΅ΡΠΈΠ³Π°, ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΈΡΠ΅ Π½Π΅ ΠΎΠ·Π½Π°ΡΠ°Π²Π°Ρ ΡΠ°ΠΌΠΎ Π°Π΄Π°ΠΏΡΠΈΡΠ°Π½Π΅ ΠΊΡΠΌ ΠΏΡΠΎΠΌΠ΅Π½ΡΡΠΈΡΠ΅ ΡΠ΅ ΠΌΠΎΠ΄Π΅Π»ΠΈ Π½Π° ΡΡΡΠΈΠ·ΠΌΠ° Ρ ΠΏΠΎΠΌΠΎΡΡΠ° Π½Π° Π½ΠΎΠ²ΠΈ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΠΈ ΡΡΡΠ°ΡΠ΅Π³ΠΈΠΈ, Π½ΠΎ ΡΡΡΠΎ ΡΠ°ΠΊΠ° Π½Π°ΡΡΡΡΠ°Π²Π°Π½Π΅ Π½Π° Π½ΠΎΠ²ΠΈ ΠΈ ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠ²Π½ΠΈ ΡΡΠ»ΡΠ³ΠΈ, ΠΏΡΠΎΠ΄ΡΠΊΡΠΈ ΠΈ ΠΏΡΠΎΡΠ΅ΡΠΈ. ΠΠ½ΠΎΠ²Π°ΡΠΈΠΈΡΠ΅ Π² ΡΠ΅Π»ΡΠΊΠΈΡ ΡΡΡΠΈΠ·ΡΠΌ ΡΡΡΠ±Π²Π° Π΄Π° ΡΠ΅ ΡΠ°Π·Π³Π»Π΅ΠΆΠ΄Π°Ρ ΠΊΠ°ΡΠΎ ΠΏΠΎΡΡΠΎΡΠ½Π΅Π½ ΠΈ Π΄ΠΈΠ½Π°ΠΌΠΈΡΠ΅Π½ ΠΏΡΠΎΡΠ΅Ρ. ΠΠ½Π΅Ρ, ΠΈΠΊΠΎΠ½ΠΎΠΌΠΈΠΊΠ° Π½Π° ΡΡΡΠΈΠ·ΠΌΠ° ΠΏΠΎΠ·Π²ΠΎΠ»ΡΠ²Π° Π½Π° Π΄ΠΎΡΡΠ°Π²ΡΠΈΡΠΈΡΠ΅ Π΄Π° ΡΠ΅ ΡΠΏΡΠ°Π²ΡΡ ΠΏΠΎ-Π΅ΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎ Ρ Π½Π°ΡΠ°ΡΡΠ²Π°ΡΠ° ΡΠ»ΠΎΠΆΠ½ΠΎΡΡ ΠΈ ΡΠ°Π·Π½ΠΎΠΎΠ±ΡΠ°Π·ΠΈΠ΅ Π½Π° ΠΈΠ·ΠΈΡΠΊΠ²Π°Π½ΠΈΡΡΠ° Π½Π° ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΠΈΡΠ΅.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 βCentral Stara Planinaβ, 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
CHALLENGES IN THE INNOVATION ACTIVITY IN RURAL TOURISM IN BULGARIA
Π‘Π΅Π»ΡΠΊΠΈΡΡ ΡΡΡΠΈΠ·ΡΠΌ ΠΈΠΌΠ° Π·Π½Π°ΡΠΈΠΌ ΠΏΡΠΈΠ½ΠΎΡ Π·Π° ΠΈΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈΡ ΡΠ°ΡΡΠ΅ΠΆ Π½Π° ΠΡΠ»Π³Π°ΡΠΈΡ. Π’ΠΎΠΉ ΠΏΡΠ΅Π΄ΡΡΠ°Π²Π»ΡΠ²Π° Π΅Π΄Π½Π° ΠΎΡ Π½Π°ΠΉ-Π΄ΠΎΠ±ΡΠΈΡΠ΅ Π²ΡΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΠΈ Π·Π° ΡΡΠ·Π΄Π°Π²Π°Π½Π΅ Π½Π° Π΄ΠΎΡ
ΠΎΠ΄ΠΈ ΠΈ Π·Π°Π΅ΡΠΎΡΡ Π² ΡΠ΅Π»ΡΠΊΠΈΡΠ΅ ΡΠ°ΠΉΠΎΠ½ΠΈ Π½Π° ΡΡΡΠ°Π½Π°ΡΠ°, ΠΎΡΠ»ΠΈΡΠ°Π²Π°ΡΠΈ ΡΠ΅ Ρ ΡΠ°Π·Π»ΠΈΡΠ½Π° ΡΡΠ΅ΠΏΠ΅Π½ Π½Π° ΡΠ°Π·Π²ΠΈΡΠΈΠ΅. ΠΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈΡΡ Π½Π°ΠΏΡΠ΅Π΄ΡΠΊ Π½Π° ΡΡΡΠΈΠ·ΠΌΠ°, ΠΎΠ±Π°ΡΠ΅ Π½Π΅ ΠΌΠΎΠΆΠ΅ Π΄Π° ΡΠ΅ ΠΏΡΠΈΠ΅ΠΌΠ° Π·Π° Π΄Π°Π΄Π΅Π½ΠΎΡΡ.
ΠΠ±Π΅ΠΊΡ Π½Π° Π½Π°ΡΡΠΎΡΡΠ°ΡΠ° ΡΠ°Π·ΡΠ°Π±ΠΎΡΠΊΠ° ΡΠ° ΠΏΡΠ΅Π΄ΠΏΡΠΈΡΡΠΈΡΡΠ°, ΡΠ°Π±ΠΎΡΠ΅ΡΠΈ Π² ΡΠ΅ΠΊΡΠΎΡΠ° Π½Π° ΡΠ΅Π»ΡΠΊΠΈΡ ΡΡΡΠΈΠ·ΡΠΌ ΠΎΡ ΡΠ΅Π³ΠΈΠΎΠ½ βΠ‘ΡΠ΅Π΄Π½Π° Π‘ΡΠ°ΡΠ° ΠΏΠ»Π°Π½ΠΈΠ½Π°β, ΡΠΈΡΡΠΎ ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½Π° Π°ΠΊΡΠΈΠ²Π½ΠΎΡΡ ΡΠ΅ Π²Π»ΠΈΡΠ΅ ΠΎΡ Π½Π°ΡΡΡΠΏΠ²Π°ΡΠΈΡΠ΅ Π΄ΠΈΠ½Π°ΠΌΠΈΡΠ½ΠΈ ΠΏΠ°Π·Π°ΡΠ½ΠΈ ΠΈ ΠΏΡΠΎΠ΄ΡΠΊΡΠΎΠ²ΠΈ ΠΈΠ·ΠΌΠ΅Π½Π΅Π½ΠΈΡ. ΠΡΠ΅Π΄ΠΌΠ΅Ρ Π½Π° ΠΈΠ·ΡΠ»Π΅Π΄Π²Π°Π½Π΅ΡΠΎ ΡΠ° ΡΡΠ»ΠΎΠ²ΠΈΡΡΠ° ΠΈ ΡΠ°ΠΊΡΠΎΡΠΈΡΠ΅, Π΄Π΅ΡΠ΅ΡΠΌΠΈΠ½ΠΈΡΠ°ΡΠΈ ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½Π°ΡΠ° Π΄Π΅ΠΉΠ½ΠΎΡΡ Π½Π° ΠΎΡΠΊΡΠΎΠ΅Π½ΠΈΡΠ΅ ΠΈΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈ ΡΡΠ±Π΅ΠΊΡΠΈ. ΠΡΠ½ΠΎΠ²Π½Π°ΡΠ° ΡΠ΅Π» Π½Π° Π½Π°ΡΡΠΎΡΡΠΎΡΠΎ ΠΈΠ·ΡΠ»Π΅Π΄Π²Π°Π½Π΅ Π΅ Π΄Π° ΡΠ΅ ΡΠ°Π·Π³Π»Π΅Π΄Π°Ρ ΠΈ ΠΈΠ½ΡΠ΅ΡΠΏΡΠ΅ΡΠΈΡΠ°Ρ Π±Π°Π·ΠΎΠ²ΠΈ ΡΠ΅ΠΎΡΠ΅ΡΠΈΠΊΠΎ-ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ»ΠΎΠ³ΠΈΡΠ½ΠΈ ΠΏΠΎΡΡΠ°Π½ΠΎΠ²ΠΊΠΈ Π·Π° ΡΡΡΠ½ΠΎΡΡΡΠ° Π½Π° ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΈΡΠ΅ ΠΈ Π² ΡΠΎΠ·ΠΈ ΠΊΠΎΠ½ΡΠ΅ΠΊΡΡ Π΄Π° ΡΠ΅ ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ°Ρ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»ΠΈ Π·Π° ΠΎΡΠ΅Π½ΠΊΠ° Π½Π° ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½Π°ΡΠ° Π°ΠΊΡΠΈΠ²Π½ΠΎΡΡ Π½Π° ΡΡΡΠΈΡΡΠΈΡΠ΅ΡΠΊΠΈΡΠ΅ ΠΏΡΠ΅Π΄ΠΏΡΠΈΡΡΠΈΡ, ΠΊΠΎΠΈΡΠΎ ΠΏΡΠΎΠ²Π΅ΡΠ΅Π½ΠΈ Π² ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½Π° ΡΡΠ΅ΠΏΠ΅Π½ ΠΏΠΎ Π΅ΠΌΠΏΠΈΡΠΈΡΠ΅Π½ ΠΏΡΡ, Π΄Π° ΠΏΠΎΠ΄ΠΏΠΎΠΌΠ°Π³Π°Ρ ΠΈΠ·Π±ΠΎΡΠ° Π½Π° ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ΡΡΠΈ ΠΌΠ΅Π½ΠΈΠ΄ΠΆΡΡΡΠΊΠΈ ΡΠ΅ΡΠ΅Π½ΠΈΡ. ΠΡΠ² Π²ΡΡΠ·ΠΊΠ° Ρ ΡΠΎΠ²Π° ΡΠ΅ ΠΈΠ·Π²ΡΡΡΠ²Π° ΡΡΠ°Π³ΠΌΠ΅Π½ΡΠ°ΡΠ½ΠΎ Π°ΠΏΡΠΎΠ±ΠΈΡΠ°Π½Π΅ Π½Π° ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½ΠΈΡΠ΅ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»ΠΈ Π·Π° ΠΎΡΠ΅Π½ΠΊΠ° Π½Π° ΠΈΠ½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½Π°ΡΠ° Π°ΠΊΡΠΈΠ²Π½ΠΎΡΡ Π½Π° ΠΈΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈΡΠ΅ ΡΡΠ±Π΅ΠΊΡΠΈ, ΡΠ°Π±ΠΎΡΠ΅ΡΠΈ Π² ΠΏΡΠΎΡΡΠ²Π°Π½ΠΈΡ ΡΠ΅ΠΊΡΠΎΡ. ΠΠ·Π²Π΅ΠΆΠ΄Π°Ρ ΡΠ΅ ΠΏΠΎ-Π²Π°ΠΆΠ½ΠΈ ΠΎΠ±ΠΎΠ±ΡΠ΅Π½ΠΈΡ Π½Π° ΠΏΠΎΠ»ΡΡΠ΅Π½ΠΈΡΠ΅ ΠΈΠ·ΡΠ»Π΅Π΄ΠΎΠ²Π°ΡΠ΅Π»ΡΠΊΠΈ ΡΠ΅Π·ΡΠ»ΡΠ°ΡΠΈ. 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 βCentral Stara Planinaβ, 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 theoreticalmethodological 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