PhDr. Jaroslava Gburová, PhD.

V3: Digital literacy, entrepreneurial networking, and sustainable innovation: Economic and cultural determinants of entrepreneurial success in the Middle Eas / Khodor Shatila, Ana Beatriz Hernández-Lara, Jaroslava Gburová. In: Sustainable Technology and Entrepreneurship. ISSN 2773-0328 (online). Roč. 5, č. 2 (2026), s. 1-12. DOI: 10.1016/j.stae.2026.100129

V3: Impact of digital marketing on the purchasing behavior of modern consumers in the field of tourism [print, elektronický dokument] / Radovan Bacik, Jaroslava Gburova, Stefan Gavura ... [et al.]. In: Journal of International Studies [print, elektronický dokument]. ISSN 2071-8330. ISSN 2306-3483. Roč. 18, č. 1 (2025), s. 116-129. DOI: 10.14254/2071-8330.2025/18-1/7

V3: Impact of digital tools on the interest in visiting heritage objects in tourism [print, elektronický dokument] /Jaroslava Gburová, Michal Lukáč, Daniela Matušíková. In: GeoJournal of tourism and geosites [print, elektronický dokument]. ISSN 2065-0817. ISSN 2065-1198. Roč. 53, č. 2 (2024), s. 622-629. DOI: 10.30892/gtg.53225-1237.

ADM: Political marketing: impact of public relations on the change in voter behavior of consumers (voters). Radovan Bačík, Beáta Gavurová, Jaroslava Gburová. In: Marketing and Management of Innovations. ISSN 2227-6718. ISSN 2218-4511. č. 2 (2021), s. 40-48.

ADM: Impact of digital marketing on the purchasing behavior of modern consumers in the field of tourism. Radovan Bačík, Jaroslava Gburová, Štefan Gavura, Barbora Iannaccone. In: Journal of International Studies. ISSN 2071-8360. Roč. 18, č. 1 (2025), s. 116-129.

V3: Resilient innovation and entrepreneurial responses to systemic shocks: Economic insights into sustainable business ecosystems [electronic] / František Pollák, Kristián Kalamen, Roman Vavrek, Jaroslava Gburová. In: Sustainable Technology and Entrepreneurship [electronic]. ISSN 2773-0328 (online). Roč. 5, č. 1(2026), s. 1-13. DOI: 10.1016/j.stae.2025.100123

V3: Customer segmentation and perception of service quality in digital tourism [elektronický dokument] / Radovan Bacik, Jaroslava Gburova, Katarina Melasova ... [et al.]. In: Entrepreneurship and Sustainability Issues [elektronický dokument]. ISSN 2345-0282. Roč. 13, č. 1 (2025), s. 464-477.DOI: 10.9770/s3254688325

V3: Impact of digital tools on the interest in visiting heritage objects in tourism [print, elektronický dokument] /Jaroslava Gburová, Michal Lukáč, Daniela Matušíková. In: GeoJournal of tourism and geosites [print, elektronický dokument]. ISSN 2065-0817. ISSN 2065-1198. Roč. 53, č. 2 (2024), s. 622-629. DOI: 10.30892/gtg.53225-1237

Perception of tourist destination brand. Jaroslava Gburova, Daniela Matusikova, Eva Benkova. In: Ekonomičnyj časopys - XXI = Economic annals - XXI. ISSN 1728-6220. No. 5-6 (2015), s. 20-23.

Ohlasy:

2017 [1] ŠTEFKO, R., BAČÍK, R., FEDORKO, R. 2017. City marketing and its impact on income sources of the local government. In Polish journal of management studies, ISSN 2081-7452. 2017, vol. 15, no. 1, s. 253.

2019 [1] ZEGLEN, P., STEC, M., BERWINSKA-MALAJOWICZ, A. 2019. Tourist function development in EU countries: measurement and statistical evaluation. In Acta Turistica, ISSN 0353-4316. 2019, vol. 31, no. 2, s. 149.

Marketing pricing strategy as part of competitive advantage retailers. Radovan Bačík, Róbert Štefko, Jaroslava Gburová. In: Journal of applied economic sciences. ISSN 1843-6110. Vol. 9, no. 3 (2014), s. 602-607.

Ohlasy:

2016 [1] POLLAK, F., DORCAK, P. 2016. The effective use of facebook by small and medium-sized enterprises operating in Slovakia. In Trziste, ISSN 0353-4790. 2016, vol. 28, no. 1, s. 79-91.

2018 [1] MITRÍKOVÁ, J., MATUŠÍKOVÁ, D., KAŠČÁKOVÁ, Z. et al. 2018. Customer shopping behaviour in chosen vienna shopping centres. In Innovation management and education excellence through vision 2020. [Norristown] : IBIMA, 2018, s. 1240-1250. ISBN 978-099985510-2.

Tourism as important regional development factor: (on the example of the chosen region in Slovak republic). Jaroslava Gburová, Daniela Matusikova. In: Ekonomičnyj časopys XXI = Economic annals - XXI. ISSN 1728-6220. No. 9-10 (2014), s. 102-105.

Ohlasy:

2015 [1] POPOVIC, Z., RONDOVIC, B. 2015. Online presence quality assessment in tourism companies of developing countries (Montenegro case study). In Ekonomičnyj časopys - XXI=Economic annals - XXI, ISSN 1728-6220. 2015, č. 5-6, s. 73.

2017  [1] KOVALOV, B., BURLAKOVA, I., VORONENKO, V. 2017. Evaluation of tourism competitiveness of Ukraine`s regions. In Journal of environmental management and tourism, ISSN 2068-7729. 2017, vol. 8, no. 2, s. 460-466.

The effectiveness of advertising in relation to the personality of the costumer /Zuzana Birknerová, Radovan Bačík, Jaroslava Gburová. In: Journal of finance and economics. ISSN 2328-7276. Vol. 1, no. 2 (2013), online, s. 17-21.

Ohlasy:

2016  [1] BHARDWAJ, S., ATREY, P.K., SAINI, M.K. et al. 2016. Personality assessment using multiple online social networks. In Multimedia tools and applications, ISSN 1380-7501. 2016, vol. 75, no. 21, s. 13237-13269.

2017  [1] THILAKARATNE, M., WEERASINGHE, R., PERERA, S. 2017. Knowledge-driven approach to predict personality traits by leveraging social media data. In IEEE/WIC/ACM International conference on web intelligence. Danvers: IEEE, 2017, s. 288-295. ISBN 978-150904470-2.

Pricing policy and marketing strategies as a part of competitive advantage of retails stores in the Slovak / Gburová J., Štefko R., Bačík R. In: Polish journal of management studies. ISSN 2081-7452. Vol. 8 (2013), online, s. 73-81.

Ohlasy:

2020  [1] SYROMYATNIKOV, D., DOLGOVA, M., DEMIN, S. 2020. Transfer pricing in emerging markets. In Montenegrin journal of economics, ISSN 1800-5845. 2020, vol. 16, no. 2, s. 217.

VEGA 1/0474/23 Diagnostický audit v manažmente heritage objektov na pozadí spoločenských a ekonomických procesov. – zástupca vedúceho projektu

VEGA 1/0110/24 Výskum akcelerovanej digitalizácie v malých podnikoch s dôrazom na udržateľný rozvoj vzťahov so zákazníkmi. – spoluriešiteľ

FPPV-37-2023 Inovačný manažment hotelov v historických objektoch – vedúci projektu.

1/0694/20 – VEGA: Výskum v oblasti relačného marketingu – percepcia aspektov elektronickej komercie a jej dopady na nákupné správanie a preferencie spotrebiteľa – spoluriešiteľ.

012PU-4/2020 – KEGA: Obchodné správanie – vytvorenie predmetu a učebnice pre neekonomické študijné programy – spoluriešiteľ.