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

Faculty of European Campus Rottal-Inn

Professors

Professor

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

EC 2.07

0991/3615-8880

publications

Sortierung:

Contribution

Katerina Volchek
H. Song
R. Law
D. Buhalis

Forecasting London Museum Visitors Using Google Trends Data.

In: Proceedings of the ENTER2018 eTourism Conference.

(2018)

show abstract

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.

Journal article

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)

show abstract

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.

Journal article

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

show abstract

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.

Journal article

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

show abstract

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.

Journal article

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)

show abstract

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.

Lecture

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)

Lecture

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)

Contribution

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

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

In: Information and Communication Technologies in Tourism 2021. Proceedings of the ENTER 2021 eTourism Conference (January 19-22, 2021). pg. 95-108

Eds.:
Wolfgang Wörndl
Chulmo Koo
Jason Stienmetz

International Federation for Information Technologies and Travel & Tourism (IFITT) Cham

(2021)

Contribution

M. Pillmayer
N. Scherle
Katerina Volchek

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

In: Information and Communication Technologies in Tourism 2021. Proceedings of the ENTER 2021 eTourism Conference (January 19-22, 2021). pg. 517-529

Eds.:
Wolfgang Wörndl
Chulmo Koo
Jason Stienmetz

International Federation for Information Technologies and Travel & Tourism (IFITT) Cham

(2021)

Lecture

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)

Lecture

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)

Journal article

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

Contribution

Katerina Volchek
D. Buhalis

Marketing Attribution.

In: Encyclopedia of Tourism Management and Marketing.

Edward Elgar Publishing

(2022)

Contribution

Katerina Volchek
D. Buhalis
R. Law

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

In: Smart Cities. Co-creating experiences, challenges and opportunities. pg. 106-123

Eds.:
R. Rahimi
D. Buhalis
B. Taheri

Goodfellow Publisher LIM [S.l.]

(2022)

Contribution

Katerina Volchek
A. Brysch

Metaverse and Tourism: From a New Niche to a Transformation.

In: Information and Communication Technologies in Tourism 2023. (Springer Proceedings in Business and Economics) pg. 300-311

Eds.:
D. Massimo
B. Ferrer-Rosell
K. Berezina

Springer Nature Switzerland Cham

(2023)

DOI: 10.1007/978-3-031-25752-0_32

show abstract

Abstract Metaverse is named among the technologies that are predicted to transform everyday life. The proliferation of such technologies as the Internet and smartphones has triggered major transformations in the tourism industry. This paper conceptualises the phenomenon of Metaverse towards the phenomenon of tourism. It applies a semi-systematic literature review methodology to identify existing alignment between the phenomena. The paper concludes that there is a conceptual alignment between the critical dimensions of the Metaverse and tourism. Tourism should be ready for the reciprocal effects of metaverse development on tourism and vice versa, from new opportunities to enhance tourist experience to a possible dissolution of the contemporary understanding of tourism.

Contribution

Katerina Volchek
A. Brysch

Metaverse: The Dissolution of the Traditional Concept of Tourism.

In: Proceedings of ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19.

(2023)

show abstract

Metaverse is a technology-driven “virtual world” that is expected to transform human interactions. To envision the effects of metaverse on tourism, this paper aims to conceptualise the phenomenon of metaverse towards tourism. It applied deductive reasoning and a semi-systematic literature review method. The paper discusses the possible alignment between tourism and metaverse phenomena. It proposes a new definition of tourism in the reality of the metaverse.

Contribution

Katerina Volchek
J. Pesonen

Personalisation, Equality and Equity in Smart Tourism.

In: Proceedings of ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19.

(2023)

show abstract

Personalisation is considered one of the cornerstones of smart tourism experiences. Personalisation is based on the idea that people are different and by understanding these differences it is possible to tailor services and co-create value for each individual. This conceptual research critically examines personalisation through the humanism lens, focusing on the role of equality and equity in personalised experiences. The resulting framework shows that personalisation can create unequal access to advanced experiences, but it can also be used to promote equity. A robust methodology to build equity in smart tourism and provide the means for value co-creation for each tourist is required.

Lecture

Katerina Volchek
B. Neuhofer

Explainable Smart Tourism: Minimising the Risks of Value Co-Destruction.

In: 4th International Hospitality Conference (HTH2023) on "Hospitality Robotics: Engineering, Experience, Ethics"

Hotelschool The Hague Amsterdam, The Netherlands

08.-09.06.2023 (2023)

Lecture

Katerina Volchek
B. Neuhofer

Enabling the potential of technologies: explainable smart tourism. Poster presentation.

In: EuroCHRIE Vienna 2023

Vienna, Austria

03.-06.10.2023 (2023)

Lecture

Michael Laar
Katerina Volchek
Ibrahim Bader
Corinna Pippirs
Celso Brito
Spyropoulou V.

Erholsamer Schlaf durch CO2 – und Temperatursensorik in Schlafräumen (Healthy sleep through CO2 & temperature sensors in bedrooms). Posterpräsentation.

In: Fachtagung DeinHaus 4.0. Niederbayern

Technische Hochschule Deggendorf Deggendorf

26.-27.10.2023 (2023)

show abstract

The research project "DeinHaus 4.0" at the Faculty of Applied Health Sciences at the Deggendorf Institute of Technology is concerned with the question of how to enable elderly and impaired persons to remain in their own houses and apartments for as long as possible. For this aim, an infrastructure was created, which consists of sensors, hardware and software components and has the purpose of colleting progress data with information of the health status and living situation of the test persons over a longer period of time. There is a lack of evidence in older people´s experiences in the use of Smart Home technology. Moreover there is a lack of research on older people´s social relationships.

Contribution

Katerina Volchek
S. Ivanov

ChatGPT as a Travel Itinerary Planner.

In: Information and Communication Technologies in Tourism 2024. ENTER e-Tourism Conference 2024 (Springer Proceedings in Business and Economics) pg. 365-370

Eds.:
L. Nixon
A. Tuomi
K. Berezina

Springer Nature Switzerland Cham

(2024)

DOI: 10.1007/978-3-031-58839-6_38

Contribution

C. Brito
Spyropoulou V.
Katerina Volchek

Too authentic to try? The analysis of tourist experiences with authentic food images.

In: invtur conference 2024: Tourism in unprecedented times - Looking for new directions. pg. 169-171

(2024)

Contribution

K. Berezina
L. Cain
Katerina Volchek
C. Cobanoglu

Creating Experiences through Automation Technologies.

In: Future Tourism in a Robonomic World. pg. 148-169

Eds.:
S. Ivanov
C. Webster

Channel View Publications Bristol, GB

(2024)

DOI: 10.2307/jj.21995555.14

Contribution

S. Ivanov
Katerina Volchek
C. Brito

Sentiment Analysis of Tourist Reviews with ChatGPT. Best Paper Award.

In: THE INC 2024 (Tourism, Hospitality & Events INternational Conference): Technology Enabled Competitiveness and Experiences in Tourism, Hospitality and Events.

(2024)

Contribution

Katerina Volchek
S. Ivanov

Generative AI as Sentiment Analysis Tool in Hospitality.

In: invtur conference 2024: Tourism in unprecedented times - Looking for new directions. pg. 191-194

(2024)

Contribution

S. Ivanov
Katerina Volchek
C. Brito

Generative AI for Sentiment Analysis. [Accepted for publication].

In: Information and Communication Technologies in Tourism 2025. ENTER e-Tourism Conference 2025 (Springer Proceedings in Business and Economics)

Springer Nature Switzerland Cham

(2025)

Contribution

Spyropoulou V.
Katerina Volchek

Tourist Cyberpsychology: Visual Appearance of the Travel Guide & Tourist Experience. [Accepted for publication].

In: Information and Communication Technologies in Tourism 2025. ENTER e-Tourism Conference 2025 (Springer Proceedings in Business and Economics)

Springer Nature Switzerland Cham

(2025)

labs

Manager of DigiHealth & Smart Tourism Lab

core competencies

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 at the Deggendorf Institute of Technology. She started her career as a product manager and marketer at a tour operator. Now, Katerina is an expert in customer experience, information and communication technologies and marketing strategy for tourism, including designing personalised services and optimising ROI through marketing attribution.

Currently, Katerina's research interest lies in the capabilities of smart environments for advancing CX and business strategies. Among other topics, she studies the potential of Mixed Realities, Generative AI and neurophysiological seasons to be incorporated into tourism development.

Katerina is a manager of the DigiHealth & Smart Tourism laboratory at Deggendorf Institute of Technology. She also serves as an associate editor of the International Journal of SPA & Wellness. Before,she used to serve at the Board of the International Federation for IT and Travel & Tourism.

Other

Consultation hours:

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