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Ivana Rihova

  • irihova at bournemouth dot ac dot uk
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Ivana Rihova completed her PhD in January 2014 at the John Kent Institute in Tourism at Bournemouth University. Her research project, supervised by Professor Dimitrios Buhalis, Dr Miguel Moital and Dr Mary Beth Gouthro, explored customer-to-customer co-creation in the context of event and festival experiences. Approached from a very recent perspective of the customer-dominant logic in marketing, the project incorporated concepts from service marketing research and practice theory to help unpack processes at work when customers in the social landscape of festivals co-create value.

Ivana’s academic background is in tourism policy and heritage tourism management, but she also has extensive experience with events research and practice. While working at a Scottish tourist attraction and corporate events venue, she was actively engaged in assisting with planning and delivery of corporate events. This offered an excellent insight into marketing and events related issues and the principles behind successful marketing of events...


Journal Articles

  • Rihova, I., Buhalis, D., Moital, L. and Gouthro, M., 2015. Conceptualising customer-to-customer value co-creation in tourism. International Journal of Tourism Research, 17 (7), 356-363.
  • Rihova, I., 2013. Book Review C. Gibson, J. Connell, Music Festivals and Regional Development in Australia (2012) Ashgate Publishing Limited, Farnham, ISBN 9780754675266 237 pp. Tourism Management, 36, 119.
  • Rihova, I., Buhalis, D., Moital, L. and Gouthro, M., 2013. Social layers of customer-to-customer value co-creation. Journal of Service Management, 24 (5), 553-655.
  • Barron, P. and Rihova, I., 2011. Motivation to volunteer: a case study of the Edinburgh International Magic Festival. International Journal of Event and Festival Managment, 2 (3), 202-217.
  • Leask, A. and Rihova, I., 2010. The role of heritage tourism in the Shetland Islands. International Journal of Culture, Tourism and Hospitality Research, 4 (2), 118-129.



  • Rihova, I., Buhalis, D., Moital, M. and Gouthro, M.-B., 2012. Social constructions of value: considerations for the context of festival participation. In: Mykletun, R.J., ed. Proceedings of the Global Events Congress V: Advances in Event Management Research & Practice 13-15 June 2012 Stavanger, Norway. , 107-118 Stavanger: University of Stavanger.
  • Rihova, Buhalis, D., Moital, M. and Gouthro, M.-B., 2012. Co-creation of experiences in socially dense consumption contexts. In: SERVSIG International Research Conference 7-9 June 2012 Helsinki, Finland.