I. - Basic information

I.1 - Surname

Gburová

I.2 - Name

Jaroslava

I.3 - Degrees

PhDr., PhD.

I.4 - Year of birth

1983

I.5 - Name of the workplace

Institute of Management

I.6 - Address of the workplace

Hajdóczyho 1, 917 01 Trnava

I.7 - Position

University Associate Professor

I.8 - E-mail address

jaroslava.gburova@ucm.sk

I.9 - Hyperlink to the entry of a person in the Register of university staff

https://www.portalvs.sk/regzam/detail/6208

I.10 - Name of the study field in which a person works at the university

Economy and Management

I.11 - ORCID iD

0000-0002-7953-7059

II. - Higher education and further qualification growth

II.a - Name of the university or institution

Faculty of Management, University of Prešov

II.b - Year

2007

II.c - Study field and programme

Economics and business management

II.a - Name of the university or institution

Faculty of Management, University of Prešov

II.b - Year

2011

II.c - Study field and programme

Management

III. - Current and previous employment

III.a - Occupation-position	III.b - Institution	III.c - Duration
University Associate Professor	Institute of Management UCM Trnava	03/2023 – present
Assistant Professor	Faculty of Management, University of Prešov	10/2011 – 06/2021
University teacher	School of Economics and Public Administration Management in Bratislava	02/2013 – 05/2013

IV. - Development of pedagogical, professional, language, digital and other skills

V. - Overview of activities within the teaching career at the university

V.1.a - Name of the profile course	V.1.b - Study programme	V.1.c - Degree	V.1.d - Field of study
Intercultural management	Management in tourism and hotel management	I.	Economy and Management
Human Resource Management	Management in tourism and hotel management	I.	Economy and Management
Innovation Management in Tourism and Hospitality	Management in tourism and hotel management	I.	Economy and Management

V.2.a - Name of the study programme	V.2.b - Degree	V.2.c - Field of study
Management in tourism and hotel management	I.	Economy and Management

V.4.a - Bachelor's (first degree)

V.4.b - Diploma (second degree)

V.5.a - Name of the course	V.5.b - Study programme	V.5.c - Degree	V.5.d - Field of study
Risk management	Management in Tourism and Hospitality	I.	Economy and Management
Organizational Culture	Management in Tourism and Hospitality	I.	Economy and Management

VI. - Overview of the research/artistic/other outputs

VI.1.a - Overall

341

VI.1.b - Over the last six years

133

VI.1.a - Overall

VI.1.b - Over the last six years

VI.1.a - Overall

204

VI.1.b - Over the last six years

VI.1.a - Overall

VI.1.b - Over the last six years

AAB: Marketingové cenové stratégie pobočiek maloobchodných reťazcov v regióne severovýchodného Slovenska. Jaroslava Gburová. 1. vyd. Prešov: Bookman, 2011. 153 s. ISBN 978-80-89568-05-5.

ADM: Quality management system as a non-financial indicator in tourism enterprises. Tünde Dzurov Vargová, Peter Gallo, Daniela Matušíková, Milena Švedová, Jaroslava Gburová. In: Quality - Access to Success: journal of management systems. ISSN 1582-2559. ISSN 2668-4861. Roč. 21, č. 176 (2020), s. 69-73.

ADM: Product policy and neuromarketing in the context of Slovak consumer. Tatiana Pethö, Róbert Štefko, Jaroslava Gburová. In: Journal of marketing research and case studies. ISSN 2165-7009. Roč. 2021 (2021), s. 1-7.

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 tools on the interest in visiting heritage objects in tourism. Jaroslava Gburová, Michal Lukáč, Daniela Matušíková. In: GeoJournal of tourism and geosites. ISSN 2065-0817, Roč. 53, č. 2 (2024), s. 622-629.

ADM: Quality management system as a non-financial indicator in tourism enterprises. Tünde Dzurov Vargová, Peter Gallo, Daniela Matušíková, Milena Švedová, Jaroslava Gburová. In: Quality - Access to Success : journal of management systems. ISSN 1582-2559. ISSN 2668-4861. Roč. 21, č. 176 (2020), s. 69-73.

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. – Deputy Project Manager

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

FPPV-37-2023 Inovačný manažment hotelov v historických objektoch – Project Leader

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

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

VII. - Overview of organizational experience related to higher education and research/artistic/other activities

VII.a - Activity, position	VII.b - Name of the institution, board	VII.c - Duration
Deputy Director of IM UCM	Institute of Management UCM Trnava	10/2023 – 02/2024
Coordinator of Quality and Accreditation IM UCM	Institute of Management UCM Trnava	2024 - present

VIII. - Overview of international mobilities and visits oriented on education and research/artistic/other activities in the given field of study

VIII.a - Name of the institution	VIII.b - Address of the institution	VIII.c - Duration (indicate the duration of stay)	VIII.d - Mobility scheme, employment contract, other (describe)
PRIGO College Havířov	Vítězslava Nezvala 801/1, 736 01 Havířov, ČR	31.07.2023 – 04.08.2023	Erasmus+

IX. - Other relevant facts

Date of last update

2025-05-15

	Name and surname:	PhDr. Jaroslava Gburová, PhD.
	Email:	jaroslava.gburova@ucm.sk
	Homepage:	http://
	Fakulta/Univerzita:	IM UCM - Institute of Management
	Pracovisko:	KMTH - Department of Tourism and Hospitality Management

I. - Basic information

II. - Higher education and further qualification growth

II.1 - First degree of higher education

II.2 - Second degree of higher education

II.3 - Third degree of higher education

II.4 - Associate professor

II.5 - Professor

II.6 - Doctor of Science (DrSc.)

III. - Current and previous employment

IV. - Development of pedagogical, professional, language, digital and other skills

V. - Overview of activities within the teaching career at the university

V.1 - Overview of the profile courses taught in the current academic year according to study programmes

V.2 - Overview of the responsibility for the delivery, development and quality assurance of the study programme or its part at the university in the current academic year

V.3 - Overview of the responsibility for the development and quality of the field of habilitation procedure and inaugural procedure in the current academic year

V.4 - Overview of supervised final theses

V.4.1 - Number of currently supervised theses

V.4.b - Diploma (second degree)

V.4.c - Dissertation (third degree)

V.4.2 - Number of defended theses

V.4.c - Dissertation (third degree)

V.5 - Overview of other courses taught in the current academic year according to study programmes

VI. - Overview of the research/artistic/other outputs

VI.1 - Overview of the research/artistic/other outputs and the corresponding citations

VI.1.1 - Number of the research/artistic/other outputs

VI.1.2 - Number of the research/artistic/other outputs registered in the Web of Science or Scopus databases

VI.1.3 - Number of citations corresponding to the research/artistic/other outputs

VI.1.4 - Number of citations registered in the Web of Science or Scopus databases

VI.1.5 - Number of invited lectures at the international, national level

VI.1.a - Overall

VI.1.b - Over the last six years

VI.2 - The most significant research/artistic/other outputs

VI.3 - The most significant research/artistic/other outputs over the last six years

VI.4 - The most significant citations corresponding to the research/artistic/other outputs

VI.5 - Participation in conducting (leading) the most important research projects or art projects over the last six years

VII. - Overview of organizational experience related to higher education and research/artistic/other activities

VIII. - Overview of international mobilities and visits oriented on education and research/artistic/other activities in the given field of study

IX. - Other relevant facts