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Dr. Liza Rybina
KIMEP University

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0 Marketing
0 Social Marketing
0 religious tourism
0 Tourism and Hospitality

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Short Biography

Dr. Liza Rybina works as an Assistant Professor at the KIMEP University, Kazakhstan. Her educational background includes Diploma in Physics, Master of Business Administration, and Doctor of Business Administration with specialization in Marketing. Her research interests include health and spiritual tourism, social marketing, business education, information communication technologies, and business ethics. Dr. Rybina served as an Associate Dean of the College of Business and contributed to multiple committees at the KIMEP university. She is the member of professional associations and serves at the Editorial board of Eurasia Journal of Business and Management. Her contribution to the development of business education was recognized by the Certificate of Honor from Ministry of Education and Science of Republic of Kazakhstan.

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Journal article
Published: 24 March 2021 in Problems and Perspectives in Management
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The Great Silk Road offers a high potential for the cultural and heritage tourism development as more travelers are interested in the past and culture of the others. The aim of this study is to examine the relationship between patriotism, cultural openness, ethnocentrism and outcomes of tourism in the context of the Central Asia. The study uses a quantitative approach. A survey method was applied to collect data from 146 local residents living in the heritage tourism areas. The analysis included descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM) analysis. The obtained results demonstrate that patriotism had a significant positive impact on ethnocentrism of local residents, while cultural openness had a negative impact on ethnocentrism. The ethnocentric attitudes of residents were significantly related to the positive and negative outcomes of tourism. Recommendations are provided for addressing problems related to cultural differences and regional cooperation for better understanding, tolerance, and social interactions between people living in the countries of Central Asia. This study contributes to the academic literature by integrating ethnocentrism and its antecedents with positive and negative outcomes of cultural tourism. It is of value to tourism practitioners and local policy makers in the Silk Road countries.

ACS Style

Liza Rybina. The impact of ethnocentrism and its antecedents on cultural heritage tourism along the Silk Road. Problems and Perspectives in Management 2021, 19, 364 -371.

AMA Style

Liza Rybina. The impact of ethnocentrism and its antecedents on cultural heritage tourism along the Silk Road. Problems and Perspectives in Management. 2021; 19 (1):364-371.

Chicago/Turabian Style

Liza Rybina. 2021. "The impact of ethnocentrism and its antecedents on cultural heritage tourism along the Silk Road." Problems and Perspectives in Management 19, no. 1: 364-371.

Journal article
Published: 28 December 2020 in Tourism and Hospitality
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Visiting sacred spaces is becoming a growing trend in tourism in the Central Asian region. Sacred sites are said to have the power to heal the body, enlighten the mind, and inspire the heart. This study explored the motivations for visiting sacred spaces among tourists from three Central Asian countries—Kazakhstan, Kyrgyzstan, and Uzbekistan. The study used a sequential mixed methods research design. In the first stage, a general list of motivations was produced, based on the analysis of 14 semi-structured interviews. The second stage quantitative survey was conducted with a sample of 211 tourists from Central Asia. Data collection took place during tours to sacred sites in the city of Turkestan in South Kazakhstan. Data analysis included descriptive statistics, factor analysis, and regression analysis. The relationships between motivation factors and destination loyalty were tested. The results show that among the five motivational factors identified in this study, only three (Spiritual and Religious Motives, Cultural and Historical Motives, and Wellness and Healing) have a significant relationship with sacred site destination loyalty. The remaining two factors (Nature, Fun, and Social Contact) have not been proven to have a significant relationship with destination loyalty. The study adds value to the literature on traveling to religious sites, especially those in formerly atheist countries, and provides recommendations to practitioners and policymakers to enable them to develop a niche tourism area by segmenting tourists’ motivations and destination loyalty in their sacred places. It also contributes to the diversification of tourism products in those destinations that have historical religious heritage resources.

ACS Style

Liza Rybina; Timothy J. Lee. Traveler Motivation and Destination Loyalty: Visiting Sacred Places in Central Asia. Tourism and Hospitality 2020, 2, 1 -14.

AMA Style

Liza Rybina, Timothy J. Lee. Traveler Motivation and Destination Loyalty: Visiting Sacred Places in Central Asia. Tourism and Hospitality. 2020; 2 (1):1-14.

Chicago/Turabian Style

Liza Rybina; Timothy J. Lee. 2020. "Traveler Motivation and Destination Loyalty: Visiting Sacred Places in Central Asia." Tourism and Hospitality 2, no. 1: 1-14.

Journal article
Published: 11 April 2019 in The Service Industries Journal
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The study deals with the socio-psychological factors influencing the purchasing behavior of Kazakhstani consumers related to domestic services, products and services and foreign products from the countries of the Eurasian Economic Union (EAEU). The scope of the study covered three markets, namely, Kazakhstan, Russia and Belorussia, and the main research objectives were both to identify the level of receptivity of Kazakhstani consumers to domestic and foreign products and services and to measure the impact of this receptivity on their purchasing preferences. The results of the study showed that Kazakhstani consumers showed a relatively high level of ethnocentrism, animosity and conservatism toward products and services manufactured in Russia and Belorussia. The image of the country of origin of products and services manufactured in Russia and Belorussia in general created positive associations among Kazakhstani customers about products and services from these countries.

ACS Style

Alexandr Ostrovskiy; Vladimir Garkavenko; Liza Rybina. Influence of socio-psychological factors on consumers purchasing behavior in Kazakhstan. The Service Industries Journal 2019, 41, 527 -552.

AMA Style

Alexandr Ostrovskiy, Vladimir Garkavenko, Liza Rybina. Influence of socio-psychological factors on consumers purchasing behavior in Kazakhstan. The Service Industries Journal. 2019; 41 (7-8):527-552.

Chicago/Turabian Style

Alexandr Ostrovskiy; Vladimir Garkavenko; Liza Rybina. 2019. "Influence of socio-psychological factors on consumers purchasing behavior in Kazakhstan." The Service Industries Journal 41, no. 7-8: 527-552.

Journal article
Published: 15 October 2018 in THE BULLETIN
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ACS Style

Alima Dostiyarova; Liza Rybina. FROM NOMADS HERITAGE TO FUTURE ENERGY AT EXPO - KAZAKHSTAN: A STUDY OF PATRIOTISM, COSMOPOLITANISM AND VISITORS’ SATISFACTION. THE BULLETIN 2018, 5, 101 -105.

AMA Style

Alima Dostiyarova, Liza Rybina. FROM NOMADS HERITAGE TO FUTURE ENERGY AT EXPO - KAZAKHSTAN: A STUDY OF PATRIOTISM, COSMOPOLITANISM AND VISITORS’ SATISFACTION. THE BULLETIN. 2018; 5 (375):101-105.

Chicago/Turabian Style

Alima Dostiyarova; Liza Rybina. 2018. "FROM NOMADS HERITAGE TO FUTURE ENERGY AT EXPO - KAZAKHSTAN: A STUDY OF PATRIOTISM, COSMOPOLITANISM AND VISITORS’ SATISFACTION." THE BULLETIN 5, no. 375: 101-105.

Journal article
Published: 31 December 2010 in Organizations and Markets in Emerging Economies
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The purpose of this research is to analyze the influence of consumer ethnocentrism and its antecedents - patriotism and cosmopolitanism on consumer domestic and foreign buying behavior in the emerging economy of Kazakhstan. This country poses an interesting question as to how the effects of attitudes and purchase behavior differ in the once controlled regime after receiving independence from a dominant regime. These different attitudes likely affect international integration of Kazakhstan into the global economy. As expected, consumer ethnocentrism leads to high consumption of domestically produced goods and to the lower level of consumption of imported products. Patriotism has a significant positive effect and cosmopolitanism has a significant negative effect on ethnocentric attitudes of consumers in the country studied. The findings of the present study suggest that Kazakhstan seems to have a strong negative link of cosmopolitanism on ethnocentric attitudes and overall, this country seems to have the promise of becoming integrated into the global economy. Managerial implications of the findings are considered and directions for the future research are identified.

ACS Style

Liza Rybina; James Reardon; Janet Humphrey. Patriotism, Cosmopolitanism, Consumer Ethnocentrism and Purchase Behavior in Kazakhstan. Organizations and Markets in Emerging Economies 2010, 1, 92 -107.

AMA Style

Liza Rybina, James Reardon, Janet Humphrey. Patriotism, Cosmopolitanism, Consumer Ethnocentrism and Purchase Behavior in Kazakhstan. Organizations and Markets in Emerging Economies. 2010; 1 (2):92-107.

Chicago/Turabian Style

Liza Rybina; James Reardon; Janet Humphrey. 2010. "Patriotism, Cosmopolitanism, Consumer Ethnocentrism and Purchase Behavior in Kazakhstan." Organizations and Markets in Emerging Economies 1, no. 2: 92-107.

Research article
Published: 01 September 2006 in Journal of International Marketing
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Based on an experiment among more than 2000 students in nine culturally diverse countries, this article investigates how the cultural characteristic of uncertainty avoidance moderates the impact of valence and intensity on the effectiveness of antismoking messages. The results show that adolescents with high uncertainty avoidance respond more favorably to loss-framed advertisements than to benefit-framed advertisements, whereas the opposite holds for those with low uncertainty avoidance.

ACS Style

James Reardon; Chip Miller; Bram Foubert; Irena Vida; Liza Rybina; Liza Rybina. Antismoking Messages for the International Teenage Segment: The Effectiveness of Message Valence and Intensity across Different Cultures. Journal of International Marketing 2006, 14, 115 -138.

AMA Style

James Reardon, Chip Miller, Bram Foubert, Irena Vida, Liza Rybina, Liza Rybina. Antismoking Messages for the International Teenage Segment: The Effectiveness of Message Valence and Intensity across Different Cultures. Journal of International Marketing. 2006; 14 (3):115-138.

Chicago/Turabian Style

James Reardon; Chip Miller; Bram Foubert; Irena Vida; Liza Rybina; Liza Rybina. 2006. "Antismoking Messages for the International Teenage Segment: The Effectiveness of Message Valence and Intensity across Different Cultures." Journal of International Marketing 14, no. 3: 115-138.