Department of Marketing

fkmarktg

Department of Marketing

  • Center for Tourism and Hospitality Management (THM)
Florian
Kock
Professor
,
CENTER DIRECTOR, PhD


Room: SOL/D3.38
Tel:
+4538152126
E-mail: fk.marktg@cbs.dk
florian
Presentation

Florian is Professor of Tourism Management and director of the Center for Tourism and Hospitality Management (THM) at casino 168. 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 casino 168, he teaches courses on consumer psychology, tourism management, international marketing, and negotiation management.

Primary research areas
  • Evolutionary Psychology
  • Embodied Cognition
  • Consumer Behavior and Psychology
  • International and Cross-Cultural Marketing
  • Branding
  • Tourism Research
  • Quantitative Modelling
Administrative tasks
  • Co-chair of the Consumer Research Cluster (CRC)
  • Communication Manager of the Center for Tourism and Culture Management (TCM)
  • Elective Courses Coordinator
Social media
Link to this homepage
www.cbs.dk/en/staff/fkmarktg
Courses
  • Consumer Psychology
  • Future Marketing – Consumer Insights and Analytics
  • Global Marketing Management
  • Strategic Management in Service Firms
  • Understanding Consumers across Cultures
Supervision

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.

Other teaching activities
  • Royal Melbourne Institute of Technology (RMIT), Australia
  • Leuphana University Lüneburg, Germany
Selected publications

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

Journal article>peer review

Florian Kock / : Understanding Destination Coolness and its Implications for Tourism.
In: Tourism Management, Vol. 86, 10.2021

Journal article>peer review

Florian Kock / : 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 / : The Evolutionary Tourism Paradigm.
In: Annals of Tourism Research, Vol. 85, 11.2020

Journal article>peer review

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

Journal article>peer review

Publications sorted by:
2025
Florian Kock; Astrid Nørfelt; Alexander Josiassen / : Incorporating an Evolutionary Perspective into Tourism and Hospitality Education.
In: Annals of Tourism Research, Vol. 110, 1.2025
Journal article > peer review
Astrid Nørfelt; Florian Kock / : Identifying and Addressing Key Challenges.
In: Journal of Travel Research, Vol. 64, No. 5, 2025, 9 p., p. 1262-1270
Letter > peer review
Dario Miocevic; Florian Kock / : A Self-discrepancy View.
In: Tourism Management, Vol. 109, 8.2025
Journal article > peer review
Francisco Barbosa Escobar; Florian Kock; A. George Assaf / : Understanding, Measuring, and Leveraging Coolness for Restaurants.
In: Tourism Management, Vol. 108, 6.2025
Journal article > peer review
2024
Florian Kock; Michel Van der Borgh; Adam Lindgreen /
In: How to Fast-track your Academic Career: A Guide for Mid-career Scholars. . ed. /Adam Lindgreen; C. Anthony Di Benedetto. Cheltenham : Edward Elgar Publishing 2024, p. 356–372 (How To Guides)
Book chapter > peer review
Florian Kock; Michel Van der Borgh; Adam Lindgreen / : The Role of Citizen Scientists, Researchers in Residence, and Student Business (Re-)Designers.
In: How to Achieve Societal Impact Through Engaged and Collaborative Scholarship: A Guide to Purposeful Marketing Research. . ed. /Michel van der Borgh; Adam Lindgreen; Tobias Schäfers. Cheltenham : Edward Elgar Publishing 2024, p. 249-264 (How To Guides)
Book chapter > peer review
Adam Lindgreen; C. Anthony Di Benedetto; Florian Kock /
In: How to Fast-track your Academic Career: A Guide for Mid-career Scholars. . ed. /Adam Lindgreen; C. Anthony Di Benedetto. Cheltenham : Edward Elgar Publishing 2024, p. 41–50 (How To Guides)
Book chapter > peer review
Florian Kock; Adiyukh Berbekova; A. George Assaf; Alexander Josiassen / : On the Importance of Nomological Validity.
In: International Journal of Contemporary Hospitality Management, Vol. 36, No. 10, 9.2024, p. 3233-3244
Journal article > peer review
Florian Kock; Albert George Assaf; Mike G. Tsionas; Alexander Josiassen; Marion Karl / : Examining Solidarity During and After a Pandemic.
In: Journal of Travel Research, Vol. 63, No. 3, 3.2024, p. 696-712
Journal article > peer review
Sofie Voss; Helena Andre; Florian Kock; Marion Karl; Alexander Josiassen / : Examining the Impact of Cognitive and Behavioural Interventions on Sustainable Food Choices in Hospitality.
In: Journal of Sustainable Tourism, 23.12.2024
Journal article > peer review
More results... (total 71 results)