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Ivana Rihova
Researcher at Edinburgh Napier University
Publications - 14
Citations - 652
Ivana Rihova is an academic researcher from Edinburgh Napier University. The author has contributed to research in topics: Customer to customer & Tourism. The author has an hindex of 8, co-authored 13 publications receiving 513 citations. Previous affiliations of Ivana Rihova include Bournemouth University.
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Conceptualising Customer‐to‐customer Value Co‐creation in Tourism
TL;DR: In this article, the authors propose a conceptual framework for the study of customer-to-customer co-creation in tourism contexts, while debating the epistemological assumptions of value-related research in tourism.
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Social layers of customer-to-customer value co-creation
TL;DR: In this article, a customer-to-customer (C2C) co-creation framework is proposed for social dense contexts in which customers consume together in dyads or collectives.
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Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant logic
TL;DR: The authors explored specific customer-to-customer (C2C) co-creation practices and related value outcomes in tourism and highlighted the importance of value formed when tourists cocreate with each other in tourism settings.
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Motivation to volunteer: a case study of the Edinburgh International Magic Festival
Paul Barron,Ivana Rihova +1 more
TL;DR: In this article, the authors focus on the motivational factors prevalent in a group of young event and festival volunteers and highlight the benefits of volunteering to the volunteer, the organisation and the community as a whole.
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Practice-based segmentation: taxonomy of C2C co-creation practice segments.
TL;DR: In this article, the authors explore and evaluate practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as value co-creators, by identifying how the interplay of subject-and situation-specific practice elements affects performance of practices.