Dr Ivana Rihova, is an Associate Researcher at Edinburgh Napier University's Tourism Research Centre located in Valencia, Spain, where she currently works as lecturer on the Tourism and Leisure Management programme at the Universidad Europea de Valencia. 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. Ivana taught various courses on undergraduate and postgraduate tourism and event management programmes at Bournemouth University, Anglia Ruskin University in Cambridge, and Edinburgh Napier University in Scotland, as well as delivering courses to students in Asia (Hong Kong, Singapore). Most recently, she led the postgraduate International Festival and Event Management programme at Edinburgh Napier University.