Muhammad Haroon SHOUKAT
PhD Scholar
Exploring how emerging technologies shape customer experience, service design, and organizational practices in hospitality and tourism.
International Research Profile
Peer Reviews
Editorial Reviews
Journal Articles
Hospitality, Tourism, and Technology Research
I am a PhD Candidate in ICN Business School, Nancy, France, working on hospitality and tourism technologies, with a particular interest in service robots, AI-enabled systems, digital service experiences, and innovation in service settings. My research examines how emerging technologies influence customer experience, employee roles, service design, and organizational change in hospitality and tourism.
My work sits within business and management research, while engaging closely with current developments in artificial intelligence, automation, and technology-mediated service.
Through publications, conferences, peer review, and academic
outreach, I remain actively involved in international research communities and ongoing debates on the future of service industries.
This website presents my research profile, current interests, and academic work.
- Business Management
- Consumer Bahavior
- Tourism Management
- Influencer Marketing
My Professional Education
Doctor of Philosophy in Marketing
ICN Business School, Nancy FranceMaster of Business Studies
Virtual University, PakistanMaster of Science in Management Sciences
COMSATS University, PakistanBachelor of Arts
University of Sargodha, PakistanMy Experience You Need
I’ve 100+ Clients Reflections
Growth doesn’t always come with a drumroll. But when someone’s pushing themselves, building new skills, or learning through feedback — that deserves recognition.
I found Mr. Muhammad Haroon SHOUKAT as an inspiring personality with great knowledge of research techniques. A very cooperative as well as dedicated to his work. I appreciate him for his vital and generous response to our collaborated research project. I wish him good luck with his bright and successful career and full recommendations.
I would like to express my deepest gratitude to Dr Haroon for his invaluable assistance and insightful guidance in the development of my initial MS Research proposal and later, to many other Research publications. His expertise and unwavering support was instrumental in refining the ideas and methodologies.
I am delighted to recommend Haroon Shoukat as an invaluable member of our 'Career Path' project team. An early-career scholar specializing in consumer behavior within the realms of social media and influencer marketing, has consistently exhibited an exceptional blend of dedication and proficiency in his work.
I found Mr. Haroon Shoukat Rana as an inspiring personality with great knowledge of research techniques. He is very cooperative as well as dedicated to his work. I appreciate him for his vital and generous response to our collaborated research project. I wish him good luck with his bright and successful career. Further, I give him my full recommendations.
Haroon Shoukat is an exemplary scholar with a thirst for knowledge and a passion for research. His dedication, intellectual curiosity, and collaborative spirit make him a valuable asset to any academic endeavor. I am confident that he will continue to make significant contributions to the field of research and academia.
Achievements & Recognitions
Awards
- Emerald Literati Award for Outstanding Paper (2024)
- Ranked #7 in Pakistan and #124 worldwide in the Academic Content Creator category by Favikon (2025)
Courses & Certifications
- Academy of Management (AOM) Bridge Reviewer Program (2025)
Conferences & Talks
- Presented “Paradox of AI-Based Service Robots in Hospitality” at the AMA Winter Academic Conference 2025, Phoenix, USA
- Professional development workshop at the JMS Conference 2024 (UK) on interdisciplinarity in management research
Reviewer & Editorial Service
Outreach & Community Contribution
- Founder of two Newsletters: Tourism Tech-Buzz & The Hybrid Researcher
- Academic content reached 14M readers on LinkedIn (2024–25)
Additional Engagements
- Wellness Weekend Talk – World Wellness Weekend presentation to hotel employees (Peshawar Serena Hotel, 2023).
- Capacity Building & Employability Skills Training (Ministry of Affairs, 2023).
- Guest Talk – Future of Job Search: Using Social Media to Advance Your Career (Sahibzada Haider Jan Channel, 2023).
Research, Scholarship and Other Creative Productivity
(a) Field of Research (FoR)
Technology-driven service innovation, Artificial intelligence, Hospitality and Tourism
(b) Academic Contributions
* citation count is on 4 April, 2026
Emrald Literati Award 2024
Featured Publications
Customer delight, engagement, and revisit intention: A new conceptual framework
Journal of Hospitality Marketing & Management (2022, Q1)
This paper develops a conceptual model linking customer delight, value co-creation, and place identity to revisit intentions, offering fresh insights for hospitality marketing and service design.
Read the article
Guest interaction with hotel booking websites: Scale development and validation
Journal of Hospitality Marketing & Management (2024, Q1)
We propose and validate a new measurement scale for how guests interact with hotel booking platforms, identifying key antecedents and consequences for online booking behavior.
Read the article
Culinary experiences and TikTok influencers: Psychological impacts on travelers
Acta Psychologica (2023, Q1)
This study examines how local culinary experiences, amplified by TikTok influencers, shape traveler memories and behavior — highlighting the intersection of food, psychology, and digital media.
Read the article
Refreed Publications
| S.No | Title | Year | DOI |
|---|---|---|---|
| 43 | Elgammal, I.,Selem, K. M., Olya, H., & Shoukat, M. H. (2025). Reinforcing return intentions—how interplay medical and non-medical professional residents’ emotional solidarity with international traveler experiences? Journal of Hospitality and Tourism Insights. (A head of print). | 2025 | DOI |
| 42 | Shoukat, M.H., Elgammal, I.,Selem, K.M. and Shehata, A.E. (2025),"Fostering social media user intentions: AIenabled privacy and intrusiveness concerns", Spanish Journal of Marketing-ESIC, Vol. 29 No. 2, pp. 253-269. | 2025 | DOI |
| 41 | Shoukat, M.H.,Elgammal, I.,Khan, M.A. and Selem, K.M. (2025), "Exploring online advocacy mechanisms through self-presentation: a comparative analysis between e-commerce website customers", Marketing Intelligence & Planning, Vol. 43 No. 2, pp.349-373. | 2025 | DOI |
| 40 | Shoukat, M. H.,ElgammalI., Aziz, S., Olya, H., & Selem, K. M. (2025). Medical tourism index and travel willingness via travel anxiety: PLS-NCA approach. Tourism Recreation Research, 50(2), 369-384. | 2025 | DOI |
| 39 | Shoukat, M. H., Selem, K. M., Olya,H., Shahidul Islam, M., & Tan, C. C. (2025). Eliciting the Nexus between hotel service attributes and customer advocacy: Moderating effect of brandresonance. Journal of Quality Assurance in Hospitality & Tourism. | 2025 | DOI |
| 38 | S.Shaukat, H., Shuakat,I., Shoukat, M. H., & Selem, K. M. (2025). Withholding Knowledge in Healthcare: The Effect of Perceived Injustice on Organizational Performance. Management and Labour Studies. | 2025 | DOI |
| 37 | Khan, M.A., Selem, K.M., Zubair, S.S. and Shoukat, M.H. (2025), "Linking coworker friendship with incivility: comparison between headwaiters and servers in restaurants", Kybernetes, Vol. 54 No. 2, pp. 705-726. | 2025 | DOI |
| 36 | Chavan,P., Vhatkar, A., Shoukat, M. H.*, Mehta, M., & Ahmad, M. S. (2025). Tourist tales uncovered: navigating satisfaction through psychographics and destination impressions–a systematic literature review. Asia Pacific Journal of Tourism Research, 30(1), 127-145. | 2025 | DOI |
| 35 | Elgammal I., Selem, K. M., Khan, M. A., & Shoukat, M. H. (2025). Unperplexing the nexus between e-commerce website assistance and online brand advocacy: Roles of self-presentation and hedonic value. Journal of Organizational Computing and Electronic Commerce, 35(1), 33-50. | 2025 | DOI |
| 34 | Chahal,J., Shoukat, M. H., Massoud, H. K., & Ayoubi, R. M. (2024). Analysing the impact of post-pandemic factors on entrepreneurial intentions: the enduring significance of self-efficacy in student planned behaviour. Cogent Business & Management, 11(1), 2302796. | 2024 | DOI |
| 33 | Shoukat, M. H., Selem, K. M., & Cao, D. (2024). How do corporate social responsibility initiatives enhance sustainability performance? Evidence from tobacco firms. Environment, Development and Sustainability, 26(12), 3137131399. | 2024 | DOI |
| 32 | Shoukat, M.H., Sinha, R., Elgammal, I. and Selem, K.M. (2024), "Antecedents of nostalgia-related cultural tourism behavior: evidence from visitors to pharaonic treasures city", Journal of Hospitality and Tourism Insights, Vol. 7 No. 5, pp. 2486-2503. | 2024 | DOI |
| 31 | Shah, S.A., Sultan, K.,Shoukat, M.H. and Rehman, S.U. (2024), "Quality management practices toward project performance in healthcare sector: modelling the mediating role of intellectual capital", International Journal of Quality & Reliability Management. | 2024 | DOI |
| 30 | Shoukat, M. H., Elgammal, I., Selem, K. M., & Shehata, A. E. (2024). Pivotal roles of university leader dominance and entrepreneurial bricolage between social responsibility and sustainable knowledge sharing. Journal of Hospitality, Leisure, Sport & Tourism Education, 35, 100518. | 2024 | DOI |
| 29 | Selem, K. M., Shoukat, M. H., Shehata, A. E., Amora, J. T., & Ahmad, M. S. (2024). A multilevel modeling investigation of hotel activity recovery: Scale development of workplace health measures post-COVID-19. Journal of Quality Assurance in Hospitality & Tourism, 25(6), 1744-1774. | 2024 | DOI |
| 28 | Selem, K.M. and Shoukat, M.H. (2024), "Trade-off between knowledge-dynamic mechanisms in linking perceived injustice with organizational performance: moderation function of job experience", Kybernetes. | 2024 | DOI |
| 27 | Chahal, J., Dagar, V. and Shoukat, M.H. (2024), "Sustainable entrepreneurship: examining stimulus-organism-response to the nexus of environment, education and motivation", Management Decision. | 2024 | DOI |
| 26 | Shoukat, M.H., Shaukat, H. and Selem, K.M. (2024), "The bandwagon effect of organizational injustice in private hospital performance: a moderated-mediation model", Benchmarking: An International Journal. | 2024 | DOI |
| 25 | Khan, M.A.,Shoukat, M.H., Tan, C.C. and Selem, K.M. (2024), "My supervisor distresses me! Examining three-way interaction in the hospitality setting", Journal of Hospitality and Tourism Insights, Vol. 7 No. 4, pp. 2384-2402. | 2024 | DOI |
| 24 | Shoukat, M. H., Khan, M. A., Elgammal, I., & Selem, K. M. (2024). Coworker envy, psychological detachment and service sabotage behavior: evidence from coastal hotels. International Journal of Hospitality & Tourism Administration. | 2024 | DOI |
| 23 | Selem, K. M., Shoukat, M. H., Khalid, R., & Raza, M. (2024). Guest interaction with hotel booking website information:scale development and validation of antecedents and consequences. Journal of Hospitality Marketing & Management. | 2024 | DOI |
| 22 | Chahal, J., Shoukat, M.H. and Ayoubi, R. (2024), "How entrepreneurial environment and education influence university students' entrepreneurial intentions: the mediating role of entrepreneurial motivation", Higher Education, Skills and Work-Based Learning. | 2024 | DOI |
| 21 | Shoukat, M.H., Selem.,K.M., Khan, M.A. and Shehata, A.E. (2024), "The dark side of co-worker friendship in the restaurant context: roles of gender and promotion focus", European Journal of Management and Business Economics. | 2024 | DOI |
| 20 | Khan, M.A., Kumar, J.,Shoukat, M.H. and Selem, K.M. (2024), "Does injustice perception threaten organizational performance in the healthcare setting? A sequential mediation examination", International Journal of Conflict Management. | 2024 | DOI |
| 19 | Shoukat, M.H., Elgammal, I., Khan, M.A. and Selem, K.M. (2025), "Does employee envy drive service sabotage? Evidence from hotel organizations", Kybernetes, Vol. 54 No. 5, pp. 3040-3061. | 2025 | DOI |
| 18 | Selem, K.M., Shoukat, M.H., Shehata,A.E., Ahmad, M.S. and Gursoy, D. (2024), "From workplace to home:consequences of supervisor bullying in the hospitality setting", Evidence-based HRM. | 2024 | DOI |
| 17 | Hussain, S.,Shoukat, M.H., Elgammal, I., Khan, M.A and Selem, K.M. (2024), "Potential effects of customer-brand identification and self-representation on Aliexpress advocacy: a comparative study", Global Knowledge, Memory and Communication. | 2024 | DOI |
| 16 | Shah, S.A., Shoukat,M. H., Ahmad, M. S., & Khan, B. (2024). Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation. Journal of Marketing for Higher Education. | 2024 | DOI |
| 15 | Khan, M.A., Shoukat, M.H., Zubair, S.S. and Selem, K.M. (2024), "Dish the dirt! Dual effects of workplace gossip patterns in linking coworker friendship with incivility in the restaurant context", International Journal of Conflict Management. | 2024 | DOI |
| 14 | Nazneen, A., Elgammal, I., Khan, Z. R., Shoukat, M. H., Shehata, A. E., & Selem, K. M. (2023). Towards achieving university sustainability! Linking social responsibility with knowledge sharing in Saudi universities. Journal of Cleaner production, 428, 139288. | 2023 | DOI |
| 13 | Selem, K. M., Sigala, M., Shoukat, M. H., Shehata, A. E., & Mkheimer, I. M. (2023). Unperplexing the nexus between physical evidence and guest retention at beach resorts: multiple sequential mediation models. Journal of Hospitality Marketing & Management, 32(6), 717-744. | 2023 | DOI |
| 12 | Shoukat, M. H., Selem, K. M., Elgammal, I., Ramkissoon, H., & Amponsah, M. (2023). Consequences of local culinary memorable experience: Evidence from TikTok influencers. Acta psychologica, 238, 103962. | 2023 | DOI |
| 11 | Shoukat, M. H., Selem, K. M., & Asim Shah, S. (2023). How does social media influencer credibility blow the promotional horn? A dual mediation model. Journal of Relationship Marketing, 22(3), 172-201. | 2023 | DOI |
| 10 | Shoukat, M.H., Shah, S.A. and Muneeb, D. (2023), "Shared leadership and team performance in health care: how intellectual capital and team learning intervene in this relationship", The Learning Organization, Vol. 30 No. 4, pp. 426445. | 2023 | DOI |
| 9 | Shah, S.A.,Shoukat, M. H., Jamal, W., & Shakil Ahmad, M. (2023). What drives followers- influencer intention in influencer marketing? The perspectives of emotional attachment and quality of information. Sage Open, 13(2). | 2023 | DOI |
| 8 | Shoukat, M. H., Shah, S. A., Ali, R., & Ramkissoon, H. (2023). Mapping stakeholder role in building destination image and destination brand: Mediating role of stakeholder brand engagement. Tourism Analysis, 28(1), 29-46. | 2023 | DOI |
| 7 | Selem, K. M., Shoukat, M. H., Shah, S. A., & de Brito Silva, M. J. (2023). The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment. Humanities and Social Sciences Communications, 10(1), 1-12. | 2023 | DOI |
| 6 | Sabir,M., Shoukat, M.H., Shah, S.A., Selem, K.M. and Shaukat, H. (2022), "Linking shared leadership with pharmaceutical team sales performance in Pakistan: a dual mediation model", Team Performance Management, Vol. 28 No. 7/8, pp. 526-542. | 2022 | DOI |
| 5 | Shoukat, M. H., & Ramkissoon, H. (2022). Customer delight, engagement, experience, value co-creation, place identity, and revisit intention: A new conceptual framework. Journal of Hospitality Marketing & Management, 31(6), 757-775. | 2022 | DOI |
| 4 | Shoukat, M. H., Polatci, S., & Rehman, S. U. (2022). Quality management practices and interorganizational project performance: Moderating effects of inter-organizational communication, relationship, and process conflicts in healthcare. Sage Open, 12(3), 21582440221113829. | 2022 | DOI |
| 3 | Nazir, H., Shoukat, M. H., Elgammal, I., & Hussain, S. (2022). Impact of servant leadership on employee life satisfaction through Islamic work ethics in the Islamic banking industry. Asian Journal of Business Ethics, 11(1), 137157. | 2022 | DOI |
| 2 | Burlea-Schiopoiu A., Shoukat, M. H., Shah, S. A., Ahmad, M. S., & Mazilu, M.(2022). The sustainability of the tobacco industry in the framework of green human resources management. Sustainability, 14(9), 5671. | 2022 | DOI |
| 1 | Shoukat, M.H., Elgammal, I., Shah, S.A. and Shaukat, H.(2022), "Nexus between shared leadership, workplace bullying, team learning, job insecurity and team performance in health care", Team Performance Management, Vol. 28 No. 3/4, pp. 125-144. | 2022 | DOI |
Get In Touch
Let’s Talk For your Current Research Projects
My current research projects explore how emerging technologies are transforming service industries and educational environments, with particular attention to customer experience, organizational adaptation, and innovation.
- * Service robots in hospitality and tourism
- * Avatars and digital interaction in the hotel industry
- * Artificial intelligence and transformation of higher education
- * Experience innovation through technology-enabled service systems