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Al­ex­an­der Jo­si­assen

Professor

Emner
B2C Branding Forbrugeradfærd Markedsføring Nationalisme Kvantitativ metode

Primary research areas

Place solid­ar­ity and des­tin­a­tion at­tach­ment
How emo­tion­al and mor­al bonds to places in­flu­ence con­sumer, tour­ist and res­id­ent be­ha­vi­or, es­pe­cially dur­ing crises like war, nat­ur­al dis­asters, or polit­ic­al con­flict.
Con­sumer be­ha­vi­or in tour­ism and hos­pit­al­ity
Ex­am­ines how psy­cho­lo­gic­al, so­cial, and cul­tur­al factors shape tour­ist de­cision-mak­ing, sat­is­fac­tion, and loy­alty across glob­al mar­kets.
Na­tion brand­ing and des­tin­a­tion im­age
Fo­cuses on how coun­tries and re­gions build their brand iden­tity and how this af­fects con­sumer per­cep­tions, be­ha­vi­or, and eco­nom­ic out­comes.
Mar­ket­ing strategy and in­ter­na­tion­al­iz­a­tion
Stud­ies how firms de­vel­op com­pet­it­ive mar­ket­ing strategies, with a fo­cus on in­ter­na­tion­al brand­ing, stand­ard­iz­a­tion, and ad­apt­a­tion.

I ex­plore how people, places, and mar­kets con­nect

My research explores how people relate to places, products, and ideas across cultural and geographic boundaries. Grounded in consumer psychology, I study what drives identification with or rejection of destinations, brands, and social groups—especially in times of crisis or societal change. 

My work helps destinations and organizations navigate complex consumer behavior and design strategies that foster trust, loyalty, and resilience. I have advanced our understanding of place solidarity, tourism resistance, and how global consumers respond to branding and identity signals. 

I collaborate with scholars and institutions worldwide, and my work has been recognized for both theoretical innovation and real-world relevance. I am committed to shaping more sustainable, inclusive, and impactful marketing and tourism practices. 

Publications

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2026

The Business of Low-carbon Tourism

The Case of the Tropics

Abhishek Singh Bhati

Valeriya Radomskaya

Jacob Wood

Ale­xan­der Jo­si­as­sen, Professor

Go to publication

2026

Introduction to The Business of Low-carbon Tourism

The Case of the Tropics

Abhishek Singh Bhati

Valeriya Radomskaya

Jacob Wood

Ale­xan­der Jo­si­as­sen, Professor

Go to publication

2026

Beyond Awareness

Navigating the Attitude–behavior Divide Among Young Asian Travelers in Singapore

Abhishek Singh Bhati

Thi Anh Thu Nguyen

Ale­xan­der Jo­si­as­sen, Professor

Valeriya Radomskaya
Go to publication

Outside activities

Vis­it­ing pro­fess­or at James Cook Uni­ver­sity , 2020 - Cur­rent

Re­search col­lab­or­a­tion and guest lec­tures in mar­ket­ing and tour­ism

Vis­it­ing pro­fess­or at De La Salle Uni­ver­sity , 2014 - Cur­rent

Re­search col­lab­or­a­tion and guest lec­tures in mar­ket­ing and tour­ism