Department of Marketing

  • Center for Tourism and Culture Management (TCM)
Centre Director

Room: SOL/C3.25
E-mail: aj.marktg@cbs.dk

Alexander holds a PhD from Melbourne University in Melbourne, Australia. Alexander is Professor, and Director of the Centre for Tourism and Culture Management, Copenhagen Business School, Denmark.

His research focuses on consumer/tourist behavior, and on firm strategy and creating competitive advantages. He has published on these topics in the most prestigious international marketing and tourism journals, and he is also the author of one of the leading textbooks on global marketing management.

Alexander’s main teaching interest is also in the area of global marketing management. In terms of supervision, you are welcome to make contact if you are ambitious and looking for a Thesis supervisor.

Primary research areas
  • Cross-cultural and international marketing
  • Consumer behavior
  • Marketing theory and marketing strategy
  • Quantitative Modelling
  • Service Research
  • Tourism and Hospitality Management
Administrative tasks

Link to this homepage

Global marketing management
Consumer psychology
Understanding consumer across cultures


Supervises broadly in topics in marketing and tourism, with a focus on academic quality and practical impact. Contact me if you are ambitious and looking for a supervisor.

Other teaching activities

Selected publications

Assaf, A. G., Josiassen, A., Woo, L., Agbola, F. W., & Tsionas, M. (2017), “Destination characteristics that drive hotel performance: A state-of-the-art global analysis,” Tourism Management.

Kock, F., Josiassen, A., & Assaf, A. G. (2016), “Advancing destination image: The destination content model,” Annals of Tourism Research.

Josiassen, Alexander, Albert Assaf, Linda Woo, and Florian Kock (2016), “The Imagery-Image Model: Revisiting Destination Image,” Journal of Travel Research.

Assaf, Albert, and Alexander Josiassen (2016), “Frontier Analysis: A State of the Art Review and Meta-Analysis,” Journal of Travel Research.

Assaf, Albert, Josiassen, Alexander, and Frank Agbola (2015), “Attracting International Hotels: Locational Factors that Matter Most,” Tourism Management.

Josiassen, Alexander, and A. George Assaf (2013), “Look at Me - I am Flying: The Influence of Social Visibility of Consumption on Tourism Decisions,” Annals of Tourism Research.

Assaf, A. George, Alexander Josiassen, Brian Ratchford, and Carlos Pestana (2012), “Internationalization in Retailing: A Dynamic Bayesian Model,” Journal of Retailing.

Assaf, George A and Alexander Josiassen (2012), “Identifying and Ranking the Determinants of Tourism Performance: A Global Investigation,” Journal of Travel Research.

Josiassen, Alexander (2011), “Consumer Disidentification and Its Effects on Domestic Product Purchases: An Empirical Test in the Netherlands,” Journal of Marketing.

Josiassen, Alexander, A. George Assaf, and Ingo Karpen (2011), “Consumer Ethnocentrism and Willingness to Buy: Analyzing the Role of Three Demographic Consumer Characteristics,” International Marketing Review.

Publications sorted by:
Jin Sun Ahn; A. George Assaf; Alexander Josiassen; Melissa A. Baker; S. Lee; Florian Kock; Mike G. Tsionas / Narcissistic CEOs and Corporate Social Responsibility : Does the Role of an Outside Board of Directors Matter?.
In: International Journal of Hospitality Management, Vol. 85, 2.2020
Journal article > peer review
Melvin Prince; Attila Yaprak; Mark Cleveland; Mark A.P. Davies; Alexander Josiassen; Andrea Nechtelberger; Martin Nechtelberger; Dayananda Palihawadana; Walter Renner; Sona Chovanova Supekova; Sylvia Von Wallpach / The Psychology of Consumer Ethnocentrism and Cosmopolitanism : A Five-country Study of Values, Moral Foundations, Gender Identities and Consumer Orientations.
In: International Marketing Review, 2.6.2020
Journal article > peer review
Francis Farrelly; Florian Kock; Alexander Josiassen / Cultural Heritage Authenticity : A Producer View.
In: Annals of Tourism Research, Vol. 79, 11.2019
Journal article > peer review
Linda Woo; A. George Assaf; Alexander Josiassen; Florian Kock / Internationalization and Hotel Performance : Agglomeration-related Moderators.
In: International Journal of Hospitality Management, Vol. 82, 9.2019, p. 48-58
Journal article > peer review
Florian Kock; Alexander Josiassen; A. George Assaf / Scale Development in Tourism Research : Advocating for a New Paradigm.
In: Journal of Travel Research, Vol. 58, No. 7, 2019, 3 p., p. 1227-1229
Letter > peer review
Ricky Wilke; Alexander Josiassen; Florian Kock; Astrid Norfelt / The Influence of Weather on Tourist Booking Behavior
Abstract from International Conference on Business Management, Economics and Social science (BMESS), 2019, p. 14
Conference abstract for conference > peer review
Florian Kock; Alexander Josiassen; A. George Assaf / The Xenophobic Tourist
In: Annals of Tourism Research, Vol. 74, 2019, p. 155-166
Journal article > peer review
Florian Kock; Alexander Josiassen; A. George Assaf; Ingo Karpen; Francis Farrelly / Tourism Ethnocentrism and its Effects on Tourist and Resident Behavior
In: Journal of Travel Research, Vol. 58, No. 3, 2019, p. 427-439
Journal article > peer review
Astrid Warncke Nørfelt; Florian Kock; Alexander Josiassen / Tourism Xenophilia : Examining Attraction to Foreignness.
In: Journal of Travel Research, 8.11.2019
Journal article > peer review
Florian Kock; Alexander Josiassen; A. George Assaf / Toward a Universal Account of Country-induced Predispositions : Integrative Framework and Measurement of Country-of-origin Images and Country Emotions.
In: Journal of International Marketing, Vol. 27, No. 3, 9.2019, p. 43-59
Journal article > peer review
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Academic Interests

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