Ivana Rihova

Ivana Rihova

Dr Ivana Rihova



Dr Ivana Rihova, FHEA, is a 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 Groups



Conference Activity

  • Scientific Committee Member, AEME Forum 2017, 5-7th July, Cardiff
  • Scientific Committee Member, Beyond the Waves, 4th International Conference on Events (ICE), 12-14th December 2017, Rosen College of Hospitality Management, UCF, Orlando, Florida, USA
  • Scientific Committee Member, 3rd International Conference on Events, Macau


External Examining/Validations

  • External Examiner, Sheffield Hallam University, Department of Service Sector Management


Membership of Professional Body

  • Executive Committee Member AEME (Association for Events Management Education)



  • Reviewer for Tourism Management
  • Reviewer for Event Management
  • Reviewer for International Journal of Contemporary Hospitality Management
  • Reviewer for Leisure Studies
  • Reviewer for Tourism Review
  • Reviewer for Journal of Service Management
  • Reviewer for Current Issues in Tourism
  • Reviewer for International Journal of Event and Festival Management
  • Reviewer for International Journal of Tourism Research



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