Institut for Afsætningsøkonomi

  • Center for Tourism and Hospitality Management (THM)

Kontor: SOL/D3.38

Florian is Professor of Tourism Management and director of the Center for Tourism and Hospitality Management (THM) at CBS. He is a behavioral scientist who uses psychology, biology and marketing insights to understand and improve human behavior in one the biggest and most complex industries: tourism and hospitality (travel and mobility, leisure, hotels, restaurants, events, sports). Florian seeks to advance managerial practice by collaborating with the tourism and hospitality sector through large-scale funded projects. Enabled by the Carlsberg Foundation, Florian is currently leading a research project with two postdocs, examining the meaning and value of coolness for business and society, with a focus on cool cities, personalities, and sustainable consumption behavior.

In his research, Florian strives to help managers, students, and researchers to understand the needs, feelings, and behaviors of tourists, guests and consumers, with the goal of creating better and more sustainable experiences. His research appears in the leading international journals, has been recognized with international and national awards (Tietgen Award 2022 or Desmond Slattery Award 2018) and is featured in media outlets (FAZ, DIE ZEIT, Politiken, DR, TV2). Florian serves on the editorial boards of the discipline's premier journals and as a referee for various national research organizations.

At CBS, he teaches courses on consumer psychology, tourism management, international marketing, and negotiation management.

Primære forskningsområder
  • Consumer Behavior and Psychology
  • International and Cross-Cultural Marketing
  • Branding
  • Tourism Research
  • Quantitative Modelling
Administrative opgaver
  • Co-chair of the Consumer Research Cluster (CRC)
  • Communication Manager of the Center for Tourism and Culture Management (TCM)
  • Elective Courses Coordinator


Sociale medier
Link til denne hjemmeside
  • Consumer Psychology
  • Future Marketing – Consumer Insights and Analytics
  • Global Marketing Management
  • Strategic Management in Service Firms
  • Understanding Consumers across Cultures



Florian is currently supervising four Ph.D. students in the areas of consumer psychology and tourism.

Florian supervises ambitious theses in consumer behaviour, branding, tourism research, psychology and international marketing, with a focus on high academic quality and practical impact. Florian Kock prefers quantitative approaches. Contact Florian in good time before the actual start of your thesis with a proposal including an argumentation for its scientific relevance.


Andre undervisningsaktiviteter
  • Royal Melbourne Institute of Technology (RMIT), Australia
  • Leuphana University Lüneburg, Germany


Udvalgte publikationer

Alexander Josiassen; Florian Kock; A. George Assaf / In Times of War : Place Solidarity.
In: Annals of Tourism Research, Vol. 96, 9.2022

Journal article > peer review

Florian Kock / What Makes a City Cool? : Understanding Destination Coolness and its Implications for Tourism.
In: Tourism Management, Vol. 86, 10.2021

Journal article > peer review

Florian Kock / The Behavioral Ecology of Sex Tourism : The Consequences of Skewed Sex Ratios.
In: Journal of Travel Research, Vol. 60, No. 6, 7.2021, p. 1252-1264

Journal article > peer review

Florian Kock; Astrid Nørfelt; Alexander Josiassen; A. George Assaf; Mike G. Tsionas / Understanding the COVID-19 Tourist Psyche : The Evolutionary Tourism Paradigm.
In: Annals of Tourism Research, Vol. 85, 11.2020

Journal article > peer review

Sebastian Zenker; Florian Kock / The Coronavirus Pandemic : A Critical Discussion of a Tourism Research Agenda.
In: Tourism Management, Vol. 81, 12.2020

Journal article > peer review

Publikationer sorteret efter:
Florian Kock; Adiyukh Berbekova; A. George Assaf; Alexander Josiassen / Developing a Scale Is Not Enough : On the Importance of Nomological Validity.
I: International Journal of Contemporary Hospitality Management, 12.2.2024
Tidsskriftartikel > peer review
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.
I: Journal of Travel Research, Vol. 63, Nr. 3, 3.2024, s. 696-712
Tidsskriftartikel > peer review
Alexander Josiassen; Anne-Marie Hede; Metin Kozak; Florian Kock; Albert Assaf / Place Solidarity : A Case of the Türkiye Earthquakes.
I: Annals of Tourism Research Empirical Insights, Vol. 5, Nr. 1, 5.2024
Tidsskriftartikel > peer review
Adiyukh Berbekova; Florian Kock; A. George Assaf; Alexander Josiassen / Understanding and Employing Formative Constructs : Conceptualization, Operationalization, and Threats of Misspecification.
I: Journal of Hospitality & Tourism Research, 5.6.2024
Tidsskriftartikel > peer review
Eva Lang; Alexander Josiassen; Florian Kock / A Bibliometric Analysis of Spiritual Tourism Research
I: 2023 Global Marketing Conference at Seoul Proceedings. red. /Roland T. Rust; Renana Peres; Linda Robinson; Chizuru Nishio; Tony Garrett. Changwon : Global Alliance of Marketing and Management Associations 2023, s. 1087-1101 (Global Marketing Conference Proceedings)
Konferencebidrag i proceedings > peer review
Friedericke Kuhn; Florian Kock; Martin Lohmann / Personal Prestige through Travel? : Developing and Testing the Personal Prestige Inventory in a Tourism Context.
I: Consumer Behavior in Tourism and Hospitality, Vol. 18, Nr. 1, 2023, s. 1-16
Tidsskriftartikel > peer review
Astrid Nørfelt; Florian Kock; Ingo Oswald Karpen; Alexander Josiassen / Pleasure through Pain : An Empirical Examination of Benign Masochism in Tourism .
I: Journal of Travel Research, Vol. 62, Nr. 2, 2.2023, s. 448-468
Tidsskriftartikel > peer review
Eva Lang; Alexander Josiassen; Florian Kock / Spiritual Tourism : A Review and Synthesis.
I: Innovation-Driven Business and Sustainability in the Tropics: Proceedings of the Sustainability, Economics, Innovation, Globalisation and Organisational Psychology Conference 2023 (SEIGOP 2023). . red. /Emiel L. Eijdenberg; Malobi Mukherjee; Jacob Wood. Singapore : Springer 2023, s. 175-186
Konferencebidrag i proceedings > peer review
Alexander Josiassen; Florian Kock; A. George Assaf; Adiyukh Berbekova / The Role of Affinity and Animosity on Solidarity with Ukraine and Hospitality Outcomes
I: Tourism Management, Vol. 96, 6.2023
Tidsskriftartikel > peer review
Marion Karl; Florian Kock; Alexander Bauer; Brent W. Ritchie; A. George Assaf / When the Future Is Now : An Experimental Study on the Role of Future Thinking and Affective Forecasting in Accommodation Decision-Making.
I: Journal of Travel Research, Vol. 62, Nr. 5, 5.2023, s. 969-988
Tidsskriftartikel > peer review
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