معرفی
Ivana Rihova is a Lecturer at Edinburgh Napier University's The Business School, specializing in Tourism and Event Management. She holds a PhD from Bournemouth University (2014), focusing on customer-to-customer co-creation in festival experiences. Her research explores social practices, value co-creation, and festival management through a customer-dominant logic lens.
Her academic background includes tourism policy and heritage management, alongside industry experience in event planning and volunteer coordination. She teaches undergraduate and postgraduate courses in tourism and events, emphasizing practical and theoretical linkages.
Rihova’s research spans festivals, service marketing, and heritage tourism. Key themes include social layers of co-creation, volunteer motivations, and the role of festivals in regional development. She has published in journals like International Journal of Tourism Research and Tourism Management, and her work bridges qualitative methodologies with industry applications.
Her contributions include exploring practice-based segmentation in hospitality and advocating for structured volunteering schemes in tourism. Rihova actively participates in academic conferences and collaborates with industry stakeholders to enhance event and festival strategies.
