Ivana Rihova

Ivana Rihova

Dr Ivana Rihova



Dr Ivana Rihova, FHEA, is a Tourism Lecturer at Edinburgh Napier University. Having held a number of customer-facing roles in the tourism and hospitality industry in Europe and the United States, Ivana gained her MSc in International Tourism Management at Edinburgh Napier University in 2008. Her PhD, completed in January 2014 (John Kent Institute in Tourism, Bournemouth University), explored the notion of customer-to-customer value co-creation at festivals. Approached from the perspective of the Customer-Dominant logic in marketing, the research incorporated concepts from service marketing research and practice theory to unpack the processes at work when festival customers co-create value with each other.

Research Areas


Conference Activity

  • Organiser “Technology Enhanced Experience Economy Seminar”, World Travel Summit London, 18th April 2012
  • Scientific Committee Member, 3rd International Conference on Events, Macau



  • Co-organiser “Visual Methods and Ethnography Research Seminar and Workshop”, Edinburgh Napier University


Current Post Grad projects