Faculty Research: Albert Assaf Explores ‘Place Solidarity’ and Tourism in Crisis-Stricken Countries

What role do compassionate tourists play in supporting countries in crisis? 

That’s a question Isenberg’s Albert Assaf explored in new research on the concept of “place solidarity.” The term, which is used to describe an individual’s compassion and sympathy with a place based on an observation of relative suffering, has been applied to the ways people and governments support countries or regions in crisis through aid and donations. But the new research is the first time it has been applied to tourism in countries under duress.

Assaf, the Hadelman Family Faculty Fellow and professor of hospitality and tourism management, conducted the research in collaboration with Copenhagen Business School professors Alexander Josiassen and Florian Kock. In their 2022 paper, “In Times of War: Place Solidarity,” published in Annals of Tourism Research,” Assaf and his co-authors examined tourists' attitudes toward Ukraine's suffering during its ongoing war with Russia. 

“We were trying to understand how compassion toward a country may influence tourist behavior,” Assaf said. “What we found is that, where place solidarity is present, consumers are willing to pay to travel in a suffering country. There is an increase in willingness to support a place and its people that has been afflicted by war or natural disasters.” For example, the researchers asked subjects about their willingness to visit Ukraine when possible, their willingness to visit supportive countries such as Finland and Poland, and their willingness to pay more to travel with an airline that does not use Russian fuel.

The research team observed similar sympathetic-consumer patterns in their study of Turkey following the 2023 earthquakes. “These findings suggest that a nuanced approach to solidarity, emphasizing diverse forms of support beyond physical presence, can enhance disaster recovery strategies by tailoring communications, encouraging remote assistance, and fostering community resilience,” the authors wrote.

Implications for the Tourism Industry and Beyond

“The idea that tourists may be sympathetic toward the destination in crisis should be used by the local government and tourism industry to inform policy and funding decisions, hospitality strategy, and marketing campaign,” said Assaf. “Furthermore, the concept of place solidarity, as explored in our recent papers, extends beyond tourism and has broader implications for international relations and peace.”  

Place solidarity highlights how human compassion and empathy toward regions facing crises can facilitate international cooperation and helpful actions, Assaf notes. These helpful actions come in various forms, from economic support through tourism to humanitarian aid and policy alignment. 

“For instance, the demonstrated willingness of tourists to visit and spend in places in need, as found in the studies on Ukraine and Turkey, not only helps local economies and communities, but it also sends a message of global unity and support,” he said. 

A Leading Voice in Hospitality and Tourism Research

Assaf is among the most-cited researchers in his field, according to Stanford University’s Top 2% Scientists List, published in September. His research focuses on performance modeling within the tourism and hospitality industry. He is known for introducing cutting-edge empirical methodologies to answer complex questions such as performance measurement and creating efficiency in hospitality strategies and decision making. His contributions have enhanced the ability of tourism policymakers to make more informed decisions.