Dr. Guy Assaker


Guy Assaker is an associate professor of hospitality and marketing at the Lebanese American University. He currently serves as the co-chair of the Hospitality Management & Marketing Department at AKSOB, and concurrently holds an adjunct research fellowship position at the Center for Tourism and Leisure Management at the University of South Australia. He earned his PhD in decision science from ESSEC Business School in France and his master’s degrees in hospitality administration and international tourism strategy from Cornell University and the University of Paris 1 Pantheon–Sorbonne, respectively. He also holds a certificate in digital marketing from the University of Illinois at Urbana Champaign and a professional certification in hotel industry analytics (CHIA) from the American Hotel and Lodging Educational Institute (AHLEI) in the United States.

He has published more than 30 papers in major international refereed journals. He currently serves on the editorial boards of Tourism Analysis (A) and Journal of Travel Research (A*) and acts as an ad hoc reviewer for numerous refereed journals. He has been the beneficiary of several research grants and awards in the past years, such as the Emerald Literati award of excellence for a highly commended paper published in the Journal of Modeling in Management, Le Cordon Bleu Institution Research Grant Awards, and most recently the Arab Funds (Zamalat) Fellowship award to work on an established collaboration project between LAU and UMass at Amherst.

Teaching Interests

  • Business Research Methods
  • Marketing Research
  • Intermediate Business Statistics
  • Various Tourism Subjects – Hospitality and Tourism Management, Tourism Economics and Cultural Impacts, Current Issues in Hospitality and Tourism 

Research Interests

  • Tourism/Service Marketing
  • Tourist Behavior
  • Service Quality
  • Tourism Demand Modeling 
  • Tourism SMEs
  • Multivariate Techniques in Business Research
  • Structural Equation Modeling

Selected Publications

Articles in Refereed Journals:

Howat, G., & Assaker, G. (2016). Outcome quality in participant sport and recreation service models. Sport Management Review. doi:10.1016/j.smr.2016.04.002 (ABDC 2013: A; Impact factor: 0.805)

Brown, G., Smith A., & Assaker, G. (2016). Revisiting the host city: An empirical examination of spectator intentions at the London Olympics. Tourism Management, 55, 160-172 (ABDC 2013: A*; Impact factor: 2.450)

Fakih, K., Assaker, G., Assaf, G.A., & Hallak, R. (2016). Does restaurant menu information affect customer attitudes and behavioral intentions? A cross-segment empirical analysis using PLS-SEM. International Journal of Hospitality Management, 57, 71-83. (ABDC 2013: A*; Impact factor: 1.887)

Karkoulian, S., Assaker, G., & Hallak, R. (2016). An empirical study of 360-degree feedback, organizational justice, and firm sustainability. Journal of Business Research, 69(5), 1862-1867. (ABDC 2013: A: Impact factor: 1.682)

Valle, P., & Assaker, G. (2015). Using Partial Least Squares Structural Equation Modeling in Tourism Research: A Review of Past Research and Recommendations for Future Applications. Journal of Travel Research, 55(6), 695-708. (ABDC 2013: A*; Impact factor: 3.490)           

Hallak, R., Assaker, G., & Lee, C. (2015). Tourism entrepreneurship performance: The effects of place identity, self-efficacy and gender. Journal of Travel Research, 54(1), 36–51.  (ABDC 2013: A*; Impact factor: 3.490)

Huang, S., Weiler, B., & Assaker, G (2015). Examining the effects of interpretive guiding outcomes on tourist satisfaction and behavioural intention: An hierarchical structural model. Journal of Travel Research,54(3), 344–358. (ABDC 2013: A*; Impact factor: 3.490)   

Assaker, G., Hallak, R., O’Connor, P., & Esposito Vinzi, V. (2014). An empirical operationalization of countries’ destination competitiveness using Partial Least Squares Modelling. Journal of Travel Research, 53(1), 26–43. (ABDC 2013: A*; Impact factor: 3.490)

Assaker, G. (2014). Examining a hierarchical model of Australia’s destination image. Journal of Vacation Marketing, 20(3), 195–210. (ABDC 2013: A; Impact factor: 1.091)          

Kim, S., & Assaker G. (2014). An Empirical Examination of the Antecedents of Film Tourism Experience: A Structural Model Approach. Journal of Travel and Tourism Marketing, 31(2), 251–268 (ABDC 2013: A; Impact factor; 1.280)              

Hallak, R., Assaker, G., & O’Connor, P. (2014). Are family and non-family tourism businesses different?: An examination of the entrepreneurial self-efficacy—Entrepreneurial performance relationship. Journal of Hospitality and Tourism Research, 38(3), 388–413.  (ABDC 2013: A; Impact factor: 1.729)       

Assaker, G., & Hallak, R. (2013). Moderating effects of tourists’ novelty seeking tendencies on destination image, visitor satisfaction and short and long term revisit intentions. Journal of Travel Research, 52(5), 600–613. (ABDC 2013: A*; Impact factor: 3.490)                      

Assaker, G., Huang, S., & Hallak, R. (2012). Assessing the use of Partial Least Squares Structural Equation Modeling in tourism research. Tourism Analysis, 17(5), 679–686. (ABDC 2013: A; Impact factor: 0.542)

Assaker, G., Esposito Vinzi, V., & O’Connor, P. (2011). Examining the Effect of Novelty Seeking, Satisfaction, and Destination Image on Tourists’ Return Pattern: A two-factor, non-linear latent growth model. Tourism Management, 32(4), 890–901. (ABDC 2013: A*; Impact factor: 2.450)  


Dr. Assaker’s publications are available on his profile on Research Gate.