Muhammad Haroon Shoukat

His academic development combines business education with extensive professional experience. He completed a Master of Business Studies at the Virtual University of Pakistan in 2018 and a Master of Management Sciences at COMSATS University Islamabad in 2020. These programmes strengthened his foundations in management theory, organizational behaviour and empirical research while enabling him to investigate problems grounded in service industries.

Building on more than two decades of industry experience, he moved toward research on hospitality and technology-driven service innovation. His early studies addressed entrepreneurship, social responsibility, shared leadership, team learning and organizational performance. This broad management foundation later evolved into a more focused programme on tourism behaviour, digital customer journeys, memorable experiences and the adoption of intelligent service technologies.

At ICN Business School, Shoukat’s doctoral research centres on artificial intelligence and service innovation in hospitality and tourism. He studies how consumers evaluate service robots, digital platforms and AI-enabled experiences, as well as the emotional, social and behavioural factors that influence acceptance. His research also examines the organizational consequences of workplace envy, service sabotage, leadership and knowledge sharing within hotels and other service settings.

His publication record spans hospitality marketing, tourism behaviour, psychology, education and sustainability. He has served as an Academic Editor for Human Behavior and Emerging Technologies and as a reviewer across marketing, psychology and hospitality research. Recognition of his work includes an Emerald Literati Award for Outstanding Paper. Alongside formal research, he translates research methods and responsible AI workflows into accessible guidance for students and early-career scholars.

With 45 publications and a Google Scholar h-index of 20, Muhammad Haroon Shoukat has developed a substantial interdisciplinary research profile in hospitality, tourism and management. His work combines established behavioural theories with emerging technologies to explain how guests, employees and organizations respond to rapid digital change.