Juho Pesonen

Papers

Total Citations

414

H-Index

About

Juho Pesonen is a pioneering researcher at the intersection of technology, services marketing, and tourism, with a particular focus on the transformative role of robotics and artificial intelligence in hospitality contexts. His most influential work examines how humanoid robots can be effectively integrated into tourism and hospitality services, with his landmark 2019 conceptual paper on marketing robot services accumulating an impressive 360 citations — a testament to the timeliness and significance of his contributions to the field. Central to Pesonen's research agenda is the concept of anthropomorphism, exploring how human-like characteristics in robotic service agents shape consumer acceptance and behavior. By drawing on services marketing theory and human-computer interaction frameworks, he has helped establish a rigorous academic foundation for what scholars now recognize as rService research. His work bridges theoretical advancement and practical industry application, offering hospitality businesses actionable insights as they navigate an increasingly automated service landscape. Pesonen's scholarship has resonated strongly within the academic community, positioning him as a leading voice in the emerging discourse around service robots, consumer psychology, and the future of human-technology interaction in tourism.