ABSTRACT
In this chapter, development of sustainable rural innovations and its interrelation with creative industries is examined in a case study of rural tourism households in Pirot, Serbia. The objective of this chapter is to provide analysis and a better understanding of types, characteristics and models of rural sustainable innovations, their interrelation with creative industries and impacts on transformation of rural tourism household activities. Empirical data on rural innovations is based on a survey conducted during a creative economy mapping exercise in 2015 and 2016. The sample included 30 tourism households. Survey data is supplemented by desk research on rural tourism households in Pirot as well as interviews conducted in 2016 and 2017.
