摘要：Entrepreneurship lays at the basis of the development of society and based on the concept of innovation. The entrepreneurial models developed over time start from the classic concept which states that the owner of resources can play the role of the entrepreneur, the ownership right being very important, this models continue with the diversification of the market, of the industries of the market segments where the state contribution plays a very significant role for example, continuing with modern entrepreneurial theories where innovation plays the leading role by identifying business opportunities. Innovation can be revolutionary or incremental, can be based upon product and process development, systematic and sporadic innovations, entrepreneurial and social innovations. Cultural heritage entrepreneurship plays an important role as the pivot for the heritage tourism development in which concerns rural areas of Romania which represents the main focus of this study. It is important to outline that having into consideration the need of change in the consumption process of the tourist consumer and this implies the development of a new entrepreneurship models based on multiculturalism and innovation.
