Affinity and Animosity in Solidarity with Ukraine and Hospitality Outcomes–Model Questionnaire

Abstract

The Affinity and Animosity in Solidarity with Ukraine and Hospitality Outcomes—Model (Josiassen et al., 2023) is a comprehensive measurement tool developed to examine the role of psychological factors in shaping consumer responses to the conflict in Ukraine, specifically within the context of the hospitality industry. The core objective of the study was to determine whether consumer solidarity with Ukraine is primarily motivated by positive sentiments, or affinity toward Ukraine, or by negative sentiments, or animosity toward Russia.

This instrument incorporates newly developed items alongside constructs adapted from prior research (Josiassen, Kock, & Assaf, 2022). The scale was rigorously tested using a sample of participants recruited via Amazon Mechanical Turk in the United States. Evaluation relied heavily on structural equation modeling (SEM) to assess the relationships between the constructs. The subsequent findings reported strong evidence supporting the measure’s reliability and validity.

Keywords

Place Solidarity, Affinity, Animosity, Philantourism, Rejection of Russian-Accepting Hotels, Hospitality Outcomes, Structural Equation Modeling

Authors

Josiassen, Alexander; Kock, Florian; Assaf, A. George; Berbekova, Adiyukh

Purpose

The primary purpose of this measurement model is to systematically assess the role played by two distinct emotional orientations—affinity (positive feelings) and animosity (negative feelings)—on the overall expression of solidarity with Ukraine. Furthermore, the model seeks to connect these emotional and solidarity constructs to measurable outcomes within the hospitality industry, such as consumer behavior related to travel and accommodation choices.

By isolating these motivational drivers, the scale provides a deeper understanding of how international crises influence consumer decisions regarding travel, tourism, and support for affected regions.

Construct

The Affinity and Animosity in Solidarity with Ukraine and Hospitality Outcomes—Model is a 29-item measure designed to capture five distinct psychological and behavioral constructs related to geopolitical conflict and consumer response in the tourism sector.

The five constructs measured by the inventory are:

• Place Solidarity: Measuring the general feeling of unity, support, and shared responsibility toward Ukraine.

• Affinity: Capturing positive emotional attachment toward Ukraine, subdivided into Sympathy, Admiration, and Attachment.

• Animosity: Capturing negative emotional reactions toward Russia, subdivided into Contending (anger/irritation) and Accommodating (fear/worry).

• Philantourism: Measuring specific pro-social tourism behaviors intended to provide financial support to Ukraine.

• Rejection of Russian-Accepting Hotels: Measuring punitive consumer behavior aimed at hotels or businesses perceived as supporting or accommodating Russian interests.

Validity

The validity of the measurement model was assessed by examining both convergent validity and discriminant validity using established statistical criteria within the framework of Structural Equation Modeling.

Convergent Validity: Strong support for convergent validity was established, as all Average Variance Extracted (AVEs) values were reported to be equal to or above the threshold of 0.52.

Discriminant Validity: Discriminant validity was tested using the heterotrait-monotrait (HTMT) ratio of correlations method. The highest correlation ratio observed across all variable pairs was 0.74, which falls below the strict threshold (often 0.85 or 0.90) required for establishing discriminant validity (Kline, 2011). Consequently, the distinctiveness of the constructs was supported.

Reliability

The reliability of the scale was primarily evaluated through the measure of internal consistency across the defined constructs.

Internal Consistency: The measure demonstrated acceptable internal consistency. The Composite Reliability (CR) values for all constructs were reported to be above 0.69, indicating that the items within each construct measure the intended concept reliably.

Factor Analysis

No specific factor analysis results (such as Exploratory Factor Analysis or Confirmatory Factor Analysis loadings) were explicitly indicated in the provided documentation beyond the use of Structural Equation Modeling for overall model evaluation.

Instrument

Test Type: Original Inventory/Questionnaire

Format: Inventory/Questionnaire

Language Available: English

Population Group: Human (Male, Female)

Age Group: Adulthood (18 years and older)

Population Details: Respondents were individuals located in the United States who participated via the Amazon Mechanical Turk platform.

Test Methodology: The methodology employed for development and testing included Test Validity, Convergent Validity, Discriminant Validity, Test Reliability, Internal Consistency, Measurement Model assessment, and Structural Equation Modeling.

Keywords

Tourism Management, Place Solidarity, Consumer Behavior, Geopolitical Conflict, Psychological Measurement, Average Variance Extracted, Composite Reliability

Authors

Author ORCID Identifier:

• Berbekova, Adiyukh: orcid.org/0000-0002-5835-6005

Affiliation Email addresses:

• Josiassen, Alexander: [email protected] (Copenhagen Business School, Department of Marketing)

• Kock, Florian: [email protected] (Copenhagen Business School, Department of Marketing)

• Assaf, A. George: [email protected] (University of Massachusetts, Isenberg School of Management, Department of Hospitality and Tourism Management)

• Berbekova, Adiyukh: [email protected] (University of Hawaii at Mānoa, Shidler College of Business, School of Travel Industry Management)

Correspondence Address:

Berbekova, Adiyukh: University of Hawaii at Mānoa, Shidler College of Business, School of Travel Industry Management, 2560 Campus Road, Honolulu, Hawaii, United States, 96822, [email protected]

Permissions & Fee and Test Year

Permissions: May use for Research/Teaching

Fee: No

Test Year: 2023

Reference’s

Josiassen, A., Kock, F., Assaf, A. G., & Berbekova, A. (2023). The role of affinity and animosity on solidarity with Ukraine and hospitality outcomes. Tourism Management, 96, 1–10. doi.org/10.1016/j.tourman.2022.104712

Items of the Affinity and Animosity in Solidarity with Ukraine and Hospitality Outcomes–Model Questionnaire

This is a 29-item measure. The constructs include Place solidarity, Affinity, Animosity, Philantourism, and Rejection of Russian-accepting hotels. The test items are available, located in the original publication (2023-41880-001, Table 2, Page 5).

Constructs/Items

Place Solidarity (Josiassen, Kock, & Assaf, 2022)

1. We should support the suffering [place] financially.

2. I have a feeling of solidarity with [place].

3. Each of us can play a positive role in alleviating the consequences of [cause] in [place].

4. We should unite with [place] in the face of [cause].

5. It is our common responsibility to help [place].

6. [Place] is having a hard time, which was not self-inflicted; hence, we should help.

7. We should show solidarity with [place].

8. I want to show my commitment to help [place].

Affinity (Josiassen, Kock, & Nærfelt, 2022)

Sympathy

1. Like.

2. Fondness.

3. Friendliness.

4. Kindness.

Admiration

1. Captivation.

2. Fascination.

3. Awe.

Attachment

1. Connected.

2. Close.

3. Committed.

4. Share.

Animosity (Josiassen, Kock, & Nærfelt, 2022)

Contending

1. Mad.

2. Irritated.

3. Annoyed.

4. Upset.

Accommodating

1. Worried.

2. Scared.

3. Anxious.

4. Concerned.

Philantourism (newly developed)

1. I am willing to rent an AirBnB in Ukraine and not make use of it just to offer financial support.

Rejection of Russian-accepting hotels (newly developed)

1. When traveling, I do not want to stay in a hotel where there are Russian tourists.