Living Lab is a user centred open-innovation research concept and environment that integrates concurrent research and innovation processes. The innovation capacity of living labs is discussed in academia mainly in sectors like Information and Communication Technologies (ICT), Smart Cities, and Social Innovation. In travel and tourism, living labs so far are analysed in regard to destination management to boost the attractiveness of rural areas and agri-tourism activities in countries like Bulgaria and Canada. This paper aims to apply the living labs method in the context of sustainable and responsible tourism. Therefore this study concentrates on model creation, mainly of living labs in tourism in general, and then zooms in to the application of living labs in the particular case of a leisure resort and hotel. By visualizing different models of living lab implementation, these findings can contribute to a pragmatic approach to promote the understanding of the living lab environment and its methodology and the elegant implementation of living labs in general. Two key elements of living labs in the hospitality business, firstly the embedded CSR supply chain for co-creation and partner involvement and secondly engaging hotel guests in user involvement, will be highlighted in order to show the potential and capability of living lab development for creating and maintaining sustainable tourism innovations.Sustainable Development and Planning X 575 process. This model is enhanced by adding key actors of the entire tourism sector and the network partners.The realm of environment and methodology, which are essential for the tourism living lab and its actors are embedded in the above model and described hereinafter. Users: Playing a key role as co-creators of the products, services and technologies being developed. Consideration of users' natural environment as tourists and in their daily routines. Involving ethnographic observation, empathy, and rapid real-life prototyping. Environment: Ecosystem of stakeholders who can interact to develop and assess products, services and processes, or systems. The physical or geographical region for in-situ approach. Socio-political and applications environment for the contextdriven approach. Milieu. Technology and Infrastructure: New or adjusted technologies to deliver benefits to users on all levels, e.g. facilitators and organisations, researchers, end-users. Set-up the base in the infrastructure to share opinions, knowledge and values, e.g. social media platforms, classic ICT. Provide hard-and software. Organisation and Methods: Action research, real-life setting, interaction of theory and practice. SMART goal setting and using key principles such as openness -on voluntary basis -to empower people, realism, comprising meetings and interviews with focus groups, in easily accessible places, and empowerment of users through participation, facilitating involvement, thus influencing key deliverables. Suppliers I: Mostly governmental or monopolistic providers: Water, Electricity...
