Ivana Rihova

Ivana Rihova
Edinburgh Napier University · The Business School

PhD

About

12
Publications
12,683
Reads
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652
Citations
Introduction
Having completed my PhD at Bournemouth University in January 2014, I work as lecturer on the tourism and events programmes at Edinburgh Napier University's Business School. My interests include value and experience co-creation research within the emerging customer-dominant logic; social practice theory; Consumer Culture Theory in marketing; and, innovative service research and marketing approaches and methodologies within tourism, hospitality and events.
Additional affiliations
January 2014 - September 2016
Edinburgh Napier University
Position
  • Lecturer
September 2013 - January 2014
Anglia Ruskin University
Position
  • Lecturer in Tourism, Events and Hospitality Management
January 2011 - present
Bournemouth University
Position
  • Part-time lecturer
Description
  • I have given a number of lectures for a variety of audiences, assisted in preparation, marking and evaluation of assignments and supervised undergraduate dissertations on Events Management programmes (both UG and Masters)
Education
September 2010 - September 2013
Bournemouth University
Field of study
  • Tourism and Events
September 2007 - October 2008
Edinburgh Napier University
Field of study
  • Tourism Management

Publications

Publications (12)
Article
Full-text available
The notion that tourists actively co-create value with organisations is increasingly acknowledged in tourism marketing. Yet, not much is known about the processes in play when customers co-create value with each other. This conceptual paper offers a theoretical basis for the study of customer-to-customer co-creation in tourism contexts, while debat...
Article
Full-text available
Purpose - Approached from the customer-dominant [C-D] logic perspective, this paper aims to extend current value co-creation discussions by providing conceptual insights into co-creation within customers’ social sphere. Focussing on socially dense contexts in which customers consume together in dyads or collectives, the paper seeks to provide recom...
Article
Full-text available
Purpose – Using the inaugural Edinburgh International Magic Festival (EIMF) as a case study, the purpose of this paper is to focus on the motivational factors prevalent in a group of young event and festival volunteers. Design/methodology/approach – This paper will first review the extent of volunteering and, thereafter, will discuss volunteering i...
Article
Purpose This paper aims to explore a multi-stakeholder perspective on brand meaning co-creation in the context of the Olympic Games as a unique mega sports event brand with a strong brand identity, to understand how the brand manager may integrate such co-created meanings in a negotiated brand identity. Design/methodology/approach Using a qualitat...
Article
Purpose This paper aims to explore and evaluate practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as value co-creators. Design/methodology/approach Data comprising various aspects of customer-to-customer (C2C) co-creation practices of festival visitors were collected ac...
Article
Full-text available
This study aims to explore specific customer-to-customer (C2C) co-creation practices and related value outcomes in tourism. The importance of C2C co-creation is first discussed in the context of the Service-Dominant logic, then a new approach to the study of tourists' social practices and related value-outcomes is proposed, drawing on the recently...
Chapter
Full-text available
This chapter reflects on different perspectives on value and their application to the study and marketing of events and festivals. Historically, the presence of customer value has been captured in service literature as judgement perception of various benefits customers attribute to a marketer’s offering, with more recent perspectives conceptualisin...
Conference Paper
Full-text available
What is value, how and where does it exist in a festival setting? There are extensive studies and perspectives that could address this question in a cohesive manner. Historically, in a services management context, the presence of customer value or value for the customer has been captured in consumer behaviour literature as judgement perception of t...
Article
Full-text available
Purpose – This paper aims to determine the role of heritage tourism in Shetland Island destination development and how this links to tourism public policy in island communities. Design/methodology/approach – The study is conducted in the Shetland Islands, located off the north coast of Scotland, UK. Descriptive and inductive approaches are utilize...

Projects

Projects (3)
Project
This PhD research questions the role that fixed interactive technologies have in the co-creation of visitor experiences in the Scottish visitor attraction sector. Through a multi-case study approach, the study explores the process of experiential co-creation within the unique attraction context and focusses on the role interactive platforms play in mediating the visitor experience.
Project
The aim of the project is to explore the types, antecedents and consequences of role ambiguity and conflict, associated with asymmetrical resources and collaborative service encounters in tourism and hospitality.
Archived project
This PhD-thesis seeks to analyse the making of mobilities in Washington D.C. as well as elite reproduction through participation in study-internship programmes, with a focus on highly qualified individuals who seek careers in the third sector. Young elites seek to acquire transnational or cosmopolitan capital, as this might offer “a competitive edge in globalising social arenas” (Munk 2009; Weenink 2008; Nylander and Ahn 2013 cited in Weenink, 2014, p. 112). This analysis of young elites, trained in the global city Washington D.C., will offer new perspectives on travel biographies, career development and competition for jobs and influence, specifically in the third Sector.