Prof. Faye Hao

Muhammad Haroon Shoukat

Education

Master of Management Sciences (2020), COMSATS University Islamabad

Master of Business Studies (2018), Virtual University of Pakistan

Email

haroon.shoukat@polyu.edu.hk

Biography

Muhammad Haroon Shoukat is a distinguished scholar and industry leader focused on hospitality and technologyโ€“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

– ๐‘ฑ๐’๐’–๐’“๐’๐’‚๐’ ๐’๐’‡ ๐‘ฏ๐’๐’”๐’‘๐’Š๐’•๐’‚๐’๐’Š๐’•๐’š ๐‘ด๐’‚๐’“๐’Œ๐’†๐’•๐’Š๐’๐’ˆ & ๐‘ด๐’‚๐’๐’‚๐’ˆ๐’†๐’Ž๐’†๐’๐’•
– ๐‘ฑ๐’๐’–๐’“๐’๐’‚๐’ ๐’๐’‡ ๐‘ฏ๐’๐’”๐’‘๐’Š๐’•๐’‚๐’๐’Š๐’•๐’š & ๐‘ป๐’๐’–๐’“๐’Š๐’”๐’Ž ๐‘ฐ๐’๐’”๐’Š๐’ˆ๐’‰๐’•๐’”
– ๐‘จ๐’”๐’Š๐’‚ ๐‘ท๐’‚๐’„๐’Š๐’‡๐’Š๐’„ ๐‘ฑ๐’๐’–๐’“๐’๐’‚๐’ ๐’๐’‡ ๐‘ป๐’๐’–๐’“๐’Š๐’”๐’Ž ๐‘น๐’†๐’”๐’†๐’‚๐’“๐’„๐’‰
– ๐‘ป๐’๐’–๐’“๐’Š๐’”๐’Ž ๐‘น๐’†๐’„๐’“๐’†๐’‚๐’•๐’Š๐’๐’ ๐‘น๐’†๐’”๐’†๐’‚๐’“๐’„๐’‰
– ๐‘ฑ๐’๐’–๐’“๐’๐’‚๐’ ๐’๐’‡ ๐‘ฏ๐’๐’”๐’‘๐’Š๐’•๐’‚๐’๐’Š๐’•๐’š, ๐‘ณ๐’†๐’Š๐’”๐’–๐’“๐’†, ๐‘บ๐’‘๐’๐’“๐’• & ๐‘ป๐’๐’–๐’“๐’Š๐’”๐’Ž ๐‘ฌ๐’…๐’–๐’„๐’‚๐’•๐’Š๐’๐’
– ๐‘ฑ๐’๐’–๐’“๐’๐’‚๐’ ๐’๐’‡ ๐‘ธ๐’–๐’‚๐’๐’Š๐’•๐’š ๐‘จ๐’”๐’”๐’–๐’“๐’‚๐’๐’„๐’† ๐’Š๐’ ๐‘ฏ๐’๐’”๐’‘๐’Š๐’•๐’‚๐’๐’Š๐’•๐’š & ๐‘ป๐’๐’–๐’“๐’Š๐’”๐’Ž

Shoukatโ€™s workโ€”recognized for its rigor and real-world impactโ€”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.

Selected Publications

  1. 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- https://doi.org/10.1080/19368623.2022.2062692
  1. 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 Journal of Hospitality, Leisure, Sport & Tourism Education, 35, 100518. https://doi.org/10.1016/j.jhlste.2024.100518
  1. Shoukat, M. H., Elgammal, I., 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. https://doi.org/10.1080/02508281.2023.2240180
  1. 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. https://doi.org/10.1080/19368623.2023.2203182
  1. 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. https://doi.org/10.1108/JHTI-06-2023-0413
  2. 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, 33(5), 626-648. https://doi.org/10.1080/19368623.2023.2279174
  3. 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. https://doi.org/10.1016/j.actpsy.2023.103962
  1. Shoukat, 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. 426-445. https://doi.org/10.1108/TLO-12-2021- 0146
  1. 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, 1-24. https://doi.org/10.1080/15256480.2024.2378456
  1. 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. https://doi.org/10.1016/j.actpsy.2023.103962

Conferences

Shoukat, M.H*. Hao, Faye (Feb, 2025). Paradox of AI-Based Service Robots in the Hospitality Setting: A Review and Conceptual Framework on Robotic Innovativeness and Adoption Intention. Proceedings of the Proceedings of the 2025 AMA Winter Academic Conference in Phoenix, AZ, USA.

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Professional Activities

  • 2024-04-02 to present | John Wiley & Sons, Academic Editor (Human Behavior and Emerging Technologies) Service
  • 2025-06-08 | Academy of Management, AMR Bridge Reviewer Program (Academy of Management Review) Distinction
  • 2024-03-08 to 2025-03-08 | American Marketing Association, Regular (Marketing) Membership
  • 2024-09 | Emerald Group Publishing, Emerald Literati Award for Outstanding Paper Winner, Distinction
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Other highlights

  1. Emerald Literati Award for Outstanding Paper (2024)
  2. Academic Editor, Human Behavior and Emerging Technologies (Wiley, Q1)
  3. Ranked #124 globally in Academic Content Creators (Favikon, 2024)
Back to members

waiting for more talents to join!

Our lab is seeking talented individuals with exceptional expertise to join. Interested candidates are encouraged to contact Dr. Faye Hao through Email: ffaye.hao@polyu.edu.hk.