Barbara Puh

Barbara Puh is an Associate Professor at the University of Dubrovnik, specializing in tourism management and consumer behavior. Her research focuses on tourism impacts on communities, destination image formation, sustainable tourism practices, and market segmentation strategies in rural and urban contexts.

Her work emphasizes Croatia as a primary case study, particularly in Dubrovnik and rural regions. Key contributions include analyzing overtourism challenges, consumer attitudes toward mobile tourism apps, and generational differences in loyalty and purchasing behavior. She also investigates the interplay between tourism development and local residents' quality of life, advocating for balanced policies that preserve cultural heritage and environmental sustainability.

Her articles highlight trends in cognitive neuroscience approaches to tourism behavior, segmentation of tourist and resident populations, and the adaptation of retail environments to consumer preferences. Barbara’s research bridges theoretical frameworks with practical insights for destination management and policy-making.