Žana Čivre is an Assistant Professor at the Faculty of Tourism Studies - Turistica, University of Primorska, Slovenia. She studied marketing at all degree levels, including study in the Netherlands, and earned her Ph.D. in Marketing from the School of Economics and Business at the University of Ljubljana, completing part of her doctoral research at San Diego State University in California. Before entering academia, she gained professional experience in marketing at a U.S.-based multinational corporation headquartered in the Netherlands.
At Turistica, she teaches undergraduate and graduate courses in marketing. Her research primarily focuses on consumer behavior in tourism, particularly consumer psychology, tourist decision-making, perceptions of uniqueness, and the tourist experience. She also coordinates the part-time Tourism Enterprise Management study programme in Maribor.
She collaborates with higher education institutions abroad through teaching and research visits. She has published in international peer-reviewed journals, including Tourism Management. She also facilitated a series of educational sessions as part of UNESCO's MOOC initiative on World Heritage marketing and is a member of Beta Gamma Sigma, an international business honor society.
