When picking a side has a cost: place solidarity, hospitality and mental health

Purpose This study aims to examine the relationship between place solidarity, hospitality attitudes and mental health outcomes in the context of the Ukraine−Russia conflict. Despite the conflict’s profound effects on global hospitality operations, this is an initial exploration of the influence of place solidarity on hospitality brand attitudes and guest well-being. Design/methodology/approach Structural equation modeling is used to analyze the relationships among place solidarity, hospitality attitudes and mental health outcomes, based on two cross-sectional surveys of 758 US individuals. Findings The two studies show that place solidarity is a double-edged sword by improving hotel brand responses (Study 1) but challenging guests’ well-being (Study 2). Study 1 shows that place solidarity increases perceived brand social responsibility, brand trust and personal reputational benefits while also heightening decisional fatigue. Study 2 identifies the impacts of higher place solidarity on emotional exhaustion, poorer sleep quality, fear of expressing Russia opposition on social media. Practical implications The finding that place solidarity produces dual outcomes in hospitality contexts underscores the need for sensitivity to guests’ psychological states, especially in situations where solidarity and solidarity signaling is happening. Originality/value This research contributes to the hospitality literature by exploring the complex relationships among place solidarity, hospitality attitudes and mental health outcomes during international conflicts. To the best of the authors’ knowledge, this is the first study to show that place solidarity influences both hospitality decisions and psychological well-being in a geopolitical crisis.