Muhammad Shoukat Haroon

𝐌𝐮𝐡𝐚𝐦𝐦𝐚𝐝 𝐇𝐚𝐫𝐨𝐨𝐧 𝐒𝐡𝐨𝐮𝐤𝐚𝐭 is a distinguished scholar and industry leader focused on hospitality and technology–driven service innovation. With over 20 years of professional experience, he investigates consumer adoption of advanced technologies such as service robots, artificial intelligence, and digital platforms within hospitality and tourism contexts. His research portfolio features publications in premier hospitality and tourism outlets, including

- 𝑱𝒐𝒖𝒓𝒏𝒂𝒍 𝒐𝒇 𝑯𝒐𝒔𝒑𝒊𝒕𝒂𝒍𝒊𝒕𝒚 𝑴𝒂𝒓𝒌𝒆𝒕𝒊𝒏𝒈 & 𝑴𝒂𝒏𝒂𝒈𝒆𝒎𝒆𝒏𝒕

- 𝑱𝒐𝒖𝒓𝒏𝒂𝒍 𝒐𝒇 𝑯𝒐𝒔𝒑𝒊𝒕𝒂𝒍𝒊𝒕𝒚 & 𝑻𝒐𝒖𝒓𝒊𝒔𝒎 𝑰𝒏𝒔𝒊𝒈𝒉𝒕𝒔

- 𝑨𝒔𝒊𝒂 𝑷𝒂𝒄𝒊𝒇𝒊𝒄 𝑱𝒐𝒖𝒓𝒏𝒂𝒍 𝒐𝒇 𝑻𝒐𝒖𝒓𝒊𝒔𝒎 𝑹𝒆𝒔𝒆𝒂𝒓𝒄𝒉

- 𝑻𝒐𝒖𝒓𝒊𝒔𝒎 𝑹𝒆𝒄𝒓𝒆𝒂𝒕𝒊𝒐𝒏 𝑹𝒆𝒔𝒆𝒂𝒓𝒄𝒉

- 𝑱𝒐𝒖𝒓𝒏𝒂𝒍 𝒐𝒇 𝑯𝒐𝒔𝒑𝒊𝒕𝒂𝒍𝒊𝒕𝒚, 𝑳𝒆𝒊𝒔𝒖𝒓𝒆, 𝑺𝒑𝒐𝒓𝒕 & 𝑻𝒐𝒖𝒓𝒊𝒔𝒎 𝑬𝒅𝒖𝒄𝒂𝒕𝒊𝒐𝒏

- 𝑱𝒐𝒖𝒓𝒏𝒂𝒍 𝒐𝒇 𝑸𝒖𝒂𝒍𝒊𝒕𝒚 𝑨𝒔𝒔𝒖𝒓𝒂𝒏𝒄𝒆 𝒊𝒏 𝑯𝒐𝒔𝒑𝒊𝒕𝒂𝒍𝒊𝒕𝒚 & 𝑻𝒐𝒖𝒓𝒊𝒔𝒎

Shoukat’s work—recognized for its rigor and real-world impact—examines influencer marketing strategies and AI-driven solutions that transform guest experiences and operational workflows. He serves as Academic Editor for Human Behavior & Emerging Technologies (Q1, Wiley) and reviews for leading journals across psychology, marketing, and hospitality.

A passionate collaborator, Shoukat seeks partnerships that bridge academia and industry. He invites inquiries for joint research projects, commercialization ventures, and knowledge-sharing initiatives aimed at advancing service design and sustainable innovation in the global hospitality sector.