Europe will remain the most visited touristic destination in the world with a total of 717 million tourists in 2020. The foreseen increase rate is 3.1% per year. This is one point lower than the world average, leading to a loss of market quota of Europe from almost 60% in 1995 to 46% in 2020....

The aim of the paper is to analyse the justification for and efficiency of the organisation of a Living Lab within the higher education system as an environment for the development of stimulating tourism ideas and entrepreneurship recommendations. The paper proposes the methodology by means of...