Abstract
The tourism industry, especially rural tourism, is largely dominated by small and medium sized enterprises (SMEs) and is often considered less innovative than other industries. The aim of the paper is to give a picture of the innovativeness in the Romanian rural tourism industry. The study analyses product/service and marketing innovation implemented in rural tourism companies. The definitions and the types of innovation considered in the present study are those used in the Community Innovation Survey, conducted by Eurostat. In order to survive in an increasingly competitive and global environment, tourism companies, especially the small ones, must differentiate from the competitors using innovation tools. Innovation in tourism must be seen as a permanent, global and dynamic process.
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