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 (e.g. Journal of Marketing) and tourism journals (e.g. Journal of Travel Research and Annals of Tourism Research), and he is also the author of one of the leading textbooks on global marketing management. Alexander has won several national (Tietgen’s Gold Medal) and international awards (e.g. Goeldner’s Award of Excellence).

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

Director of the Center for Tourism and Culture Management.


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:
Florian Kock; Albert George Assaf; Mike G. Tsionas; Alexander Josiassen; Marion Karl / Do Tourists Stand by the Tourism Industry? : Examining Solidarity During and After a Pandemic.
In: Journal of Travel Research, 21.4.2023
Journal article > peer review
Astrid Nørfelt; Florian Kock; Ingo Oswald Karpen; Alexander Josiassen / Pleasure through Pain : An Empirical Examination of Benign Masochism in Tourism .
In: Journal of Travel Research, Vol. 62, No. 2, 2.2023, p. 448-468
Journal article > peer review
Zohre Mohammadi; Abhishek Singh Bhati; Valeriya Radomskaya; Alexander Josiassen / The Influence of Special Dietary Needs on Tourist Satisfaction and Behavioral Intention : Satisfiers or Dissatisfiers?.
In: Journal of Destination Marketing & Management, Vol. 27, 3.2023
Journal article > peer review
Alexander Josiassen; Florian Kock; A. George Assaf; Adiyukh Berbekova / The Role of Affinity and Animosity on Solidarity with Ukraine and Hospitality Outcomes
In: Tourism Management, Vol. 96, 6.2023
Journal article > peer review
Alexander Josiassen; Florian Kock; A. George Assaf / In Times of War : Place Solidarity.
In: Annals of Tourism Research, Vol. 96, 2022, 4 p.
Editorial > peer review
Alexander Josiassen; Florian Kock; Astrid Norfelt / Tourism Affinity and Its Effects on Tourist and Resident Behavior
In: Journal of Travel Research, Vol. 61, No. 2, 2.2022, p. 299-313
Journal article > peer review
A. George Assaf; Mike G. Tsionas; Florian Kock; Alexander Josiassen / A Bayesian Non-parametric Stochastic Frontier Model
In: Annals of Tourism Research, Vol. 87, 3.2021
Journal article > peer review
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, Vol. 37, No. 6, 2020, p. 1013-1049
Journal article > peer review
Astrid Warncke Nørfelt; Florian Kock; Alexander Josiassen / Tourism Xenophilia : Examining Attraction to Foreignness.
In: Journal of Travel Research, Vol. 59, No. 8, 11.2020, p. 1386-1401
Journal article > peer review
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Academic Interests

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Outside activities

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