Prof. Dr. Katerina Volchek, Ph.D., M.Sc, BA
Professor
- Associate Editor at the Journal of Hospitality and Tourism Technology (JHTT)
https:// www.emerald.com/jhtt
- Associate Editor at the International Journal of Spa and Wellness (IJSW)
https:// www.tandfonline.com/journals/rspa20
Auditor at the International Federation for IT and Travek & Tourism (IFITT)
Former Manager of the DigitHealth & Smart Tourism Lab at THD
Former Board Member and Director for Marketing at the International Federation for IT and Travek & Tourism (IFITT)
core competencies
- Digital Transformation
- Smart Tourism
- Marketing and Personalised Experience Design
- Business Strategy and Innovation Management
- Neuromarketing
- AI & Robotics
- Metaverse & Virtual/ Extended Realities
Research and teaching areas
- Personalised Experience Design
- Value co-creation and co-destruction
- Personalisation, Equality and Equity
- Metaverse in Tourism
- Exploration of tourist experience with neurophysiological observations
- AI & Robotics
Vita
I am a Professor of Digital Transformation with a strong focus on technological innovation for Business Strategy, Marketing and Research methods in the context of Tourism.
In our rapidly changing world, I see my mission in enabling industries to benefit from the cutting-edge technologies and in minimising their risks of losing the competition because of strategic errors in technology adoption.
My expertise spans a cross-disciplinary approach of combining the theories and AI-driven tools alongside values and ethics to generate innovative solutions. Thus, I work with contemporary knowledge from cognitive psychology, management, marketing and neuroscience, and with such technologies as AI agents, robotics, XR/VR/AR, biosensors and environmental sensors. This approach allowed me to generate relevant insights into consumer behaviour and strategies for effective and efficient use of the innovative tech. My research on Generative AI, personalisation, Metaverse and Marketing Analytics, done in collaboration with the leading Tourism & Tech experts, has been published in international journals and presented at multiple conferences. As an educator and the Manager of the Digihealth & Smart Tourism Laboratory, I have also supported your talents; I am proud to see my graduates being employed and their work being recognised by the academic and industry.
I am always open to new collaborations and knowledge exchange. I regularly serve as a researcher, invited speaker, member of the research committees and reviewer, co-organiser of events and conferences.
Other
Consultation hours:
- upon request by email: katerina.volchek@th-deg.de