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Prof. Dr. Katerina Volchek, M.Sc, BA

Fakultät European Campus Rottal-Inn

Professor:innen

Professorin

Member of the Board and Director for Marketing at the International Federation for IT and Travel & Tourism

EC 2.07

0991/3615-8880

Sortierung:
Beitrag in Sammelwerk/Tagungsband

  • Katerina Volchek
  • J. Pesonen

Personalisation, Equality and Equity in Smart Tourism

  • (2023)
  • European Campus Rottal-Inn
  • MOBIL
Beitrag in Sammelwerk/Tagungsband

  • Katerina Volchek
  • A. Brysch

Metaverse: The Dissolution of the Traditional Concept of Tourism

  • (2023)
  • Extern
Beitrag in Sammelwerk/Tagungsband

  • Katerina Volchek
  • D. Buhalis

Marketing Attribution

  • (2022)
  • European Campus Rottal-Inn
  • MOBIL
Beitrag in Sammelwerk/Tagungsband

  • Katerina Volchek
  • D. Buhalis
  • R. Law

Co-creating and co-personalised destructing experiences through smart tourism

pg. 106-123.

[S.l.]

  • (2022)
  • European Campus Rottal-Inn
  • MOBIL
Zeitschriftenartikel

  • Helana Lutfi
  • Rui Li
  • Thomas Spittler
  • Sascha Kreiskott
  • Katerina Volchek

Increasing Efficiency in Virtual Teaching in an International Context: E-learning and Instructional Approaches at ECRI

In: Bavarian Journal of Applied Sciences pg. 211-225.

  • (2022)

DOI: 10.25929/bjas202291

  • European Campus Rottal-Inn
  • DIGITAL
Vortrag

  • C. Brito
  • Katerina Volchek

Share Your Real Experience: Assessing Tourist Negative Emotions towards Authentic Food with Self-Report And Physiological Response Methods

In: 8th International Conference on “Transcending Borders in Tourism through Innovation and Cultural Heritage”

Hydra Island, Greece

  • 01.-03.09.2021 (2021)
  • European Campus Rottal-Inn
  • MOBIL
Beitrag in Sammelwerk/Tagungsband

  • M. Pillmayer
  • N. Scherle
  • Katerina Volchek

Destination Management in Times of Crisis - Potentials of Open Innovation Approach in the Context of COVID-19?

pg. 517-529.

Cham

  • (2021)
  • European Campus Rottal-Inn
Beitrag in Sammelwerk/Tagungsband

  • Katerina Volchek
  • J. Yu
  • B. Neuhofer
  • R. Egger
  • M. Rainoldi

Co-creating Personalised Experiences in the Context of the Personalisation-Privacy Paradox

pg. 95-108.

Cham

  • (2021)
  • European Campus Rottal-Inn
  • DIGITAL
Vortrag

  • Katerina Volchek
  • C. Brito
  • D. Athanasopoulos

Share Your Real Experience: Assessing Tourist Negative Emotions towards Authentic Food with Self-Report And Physiological Response Methods. Keynote.

In: Tourism Naturally Conference 2021

European Campus Rottal-Inn Online

  • 14.10.2021 (2021)
  • European Campus Rottal-Inn
  • MOBIL
Vortrag

  • Katerina Volchek

Exploring ways to improve personalisation: the influence of tourist context on service perception

In: 27th annual ENTER International Conference on Information and Communication Technologies in Tourism

Surrey, UK

  • 08.01.2020 (2020)
  • European Campus Rottal-Inn
  • MOBIL
Zeitschriftenartikel

  • D. Buhalis
  • Katerina Volchek

Bridging marketing theory and big data analytics: The taxonomy of marketing attribution

In: International Journal of Information Management vol. 55

  • (2020)

DOI: 10.1016/j.ijinfomgt.2020.102253

The integration of technology in business strategy increases the complexity of marketing communications and urges the need for advanced marketing performance analytics. Rapid advancements in marketing attribution methods created gaps in the systematic description of the methods and explanation of their capabilities. This paper contrasts theoretically elaborated facilitators and the capabilities of data-driven analytics against the empirically identified classes of marketing attribution. It proposes a novel taxonomy, which serves as a tool for systematic naming and describing marketing attribution methods. The findings allow to reflect on the contemporary attribution methods’ capabilities to account for the specifics of the customer journey, thereby, creating currently lacking theoretical backbone for advancing the accuracy of value attribution.
  • European Campus Rottal-Inn
  • MOBIL
Zeitschriftenartikel

  • Katerina Volchek
  • R. Law
  • D. Buhalis
  • H. Song

Exploring Ways to Improve Personalisation: The Influence of Tourist Context on Service Perception

In: e-Review of Tourism Research vol. 17 pg. 1-16.

  • (2020)
The heterogeneity and dynamic nature of tourist needs requires an advanced understanding of their context. This study aims to investigate the effects of observable factors of internal and external contexts on tourist perceptions towards personalised information services performance. An exploratory approach is used to test measurement invariance and the moderating effects of personal, travel, technical and social parameters of the tourist context, when applicable. The findings demonstrate that contextual factors motivate tourists to attribute different meanings to the parameters of the service, that have already been personalised for them. Individually developed personalisation design solutions are required for each travel context.
  • European Campus Rottal-Inn
  • MOBIL
Vortrag

  • Katerina Volchek

The more - the better? The effect of Information of Tourist Perceptions of Personalisation

In: Travel and Tourism Research Association International Conference (TTRA 2020 EUROPE)

Universität Innsbruck Innsbruck, Österreich

  • 28.09.2020 (2020)
  • European Campus Rottal-Inn
  • MOBIL
Zeitschriftenartikel

  • Katerina Volchek
  • R. Law
  • D. Buhalis
  • H. Song

The Good, the bad, and the ugly: Tourist perceptions on interactions with personalised content

In: e-Review of Tourism Research vol. 16 pg. 62-67.

  • (2019)
Personalisation is a critical factor in superior customer experience and retention. It is also observed to be acause ofuserfrustration. This paper challenges the assumption that accurate content personalisation always positively affects tourist perceptions on the usefulness and ease of use of the information systems. The study integrates the logic of technology acceptance and the process of human motivation to explain personalised recommender system acceptance. In-depthsemi-structuredinterviews with tourists, industry practitioners, and academic experts were used in research. The findings illustrate that the characteristics of personalised content have double and, sometimes, ambivalent influence on tourist perceptions on system performance. A comprehensive strategy is required to optimise the potential of personalisation. This study expands the understanding of tourist interactions with personalised content and calls for further exploration of the effects of information system components on user experience.
  • European Campus Rottal-Inn
  • MOBIL
Zeitschriftenartikel

  • Katerina Volchek
  • A. Liu
  • H. Song
  • D. Buhalis

Forecasting tourist arrivals at attractions: Search engine empowered methodologies

In: Tourism Economics vol. 25 pg. 425-447.

  • (2019)

DOI: 10.1177/1354816618811558

Tourist decision to visit attractions is a complex process influenced by multiple factors of individual context. This study investigates how the accuracy of tourism demand forecasting can be improved at the micro level. The number of visits to five London museums is forecast and the predictive powers of Naïve I, seasonal Naïve, seasonal autoregressive moving average, seasonal autoregressive moving average with explanatory variables, SARMAX-mixed frequency data sampling and artificial neural network models are compared. The empirical findings extend understanding of different types of data and forecasting algorithms to the level of specific attractions. Introducing the Google Trends index on pure time-series models enhances the forecasts of the volume of arrivals to attractions. However, none of the applied models outperforms the others in all situations. Different models’ forecasting accuracy varies for short- and long-term demand predictions. The application of higher frequency search query data allows for the generation of weekly predictions, which are essential for attraction- and destination-level planning.
  • European Campus Rottal-Inn
  • MOBIL
Beitrag in Sammelwerk/Tagungsband

  • Katerina Volchek
  • H. Song
  • R. Law
  • D. Buhalis

Forecasting London Museum Visitors Using Google Trends Data

  • (2018)
Information search is an indicator of tourist interest in a specificservice and potential purchase decision. User online search patterns are a well-known toolfor forecasting pre-trip consumerbehaviour, such as hotel demand and international tourist arrivals. However, the potential of search engine data for estimating thedemand for tourist attractions, which is created both before and during a trip, remains underexplored. This research note investigates the relationships between Google search queries for the most popular London museums and actual visits to theseattractions. Preliminary findings indicatehigh correlation between monthly series data. Search query data isexpected togenerate reliable forecasts ofvisits toLondon museums.
  • European Campus Rottal-Inn
  • MOBIL

Labore

Manager of DigiHealth & Smart Tourism Lab

Kernkompetenzen

  • Digital Transformation
  • Smart Tourism
  • Marketing and Personalised Experience Design
  • Business Strategy and Innovation Management
  • Neuromarketing

Forschungs- und Lehrgebiete

  • Personalised Experience Design
  • Value co-creation and co-destruction
  • Personalisation, Equality and Equity
  • Metaverse in Tourism
  • Exploration of tourist experience with neurophysiological observations

Vita

Dr Katerina Volchek is a professor and a manager of the DigiHealth & Smart Tourism lab at Deggendorf Institute of Technology. She is an expert in customer experience, information and communication technologies and marketing strategy for tourism, including design of personalised services and optimisation ROI through marketing attribution. Currently, her research interest also lies in the capabilities of neuromarketing and smart environments for the service industries. Katerina serves as a Director for Marketing at the International Federation for Information Technologies and Travel & Tourism (IFITT).

Sonstiges

Consultation hours:

9:00 am - 11 am, in the office EC 2.07 or in Zoom: https://th-deg-de.zoom.us/j/86185486235 on the following dates:

17 March 2022 24 March 2022 31 March 2022 07 April 2022 28 April 2022 12 May 2022 26 May 2022 02 June 2022 30 June 2022 07 June 2022

    • upon request by email: katerina.volchek@th-deg.de