Mahmoud Ibraheam Saleh

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About

Mahmoud Ibraheam Saleh is a leading scholar in technology adoption and service innovation, with a particular focus on the hospitality sector. His research primarily explores how emerging technologies—especially robotics and artificial intelligence—are reshaping guest experiences and operational efficiency in hotels. Saleh’s most influential work, “Robots at your service: Understanding hotel guest acceptance with meta-UTAUT investigation” (2025), has already garnered 13 citations, reflecting its timely impact. In this study, he extends the Unified Theory of Acceptance and Use of Technology (UTAUT) by integrating anthropomorphism and other key factors to explain why UK hotel guests embrace or resist robotic services. His contributions offer practical insights for industry leaders aiming to implement successful robot initiatives, bridging the gap between technological capability and human acceptance. Saleh’s work is notable for its rigorous meta-analytical approach and its relevance to the rapidly evolving field of service automation. By identifying the psychological and contextual drivers of adoption, he provides a roadmap for designing more intuitive and welcoming robotic systems in hospitality, making his research essential reading for students and professionals interested in the future of smart tourism and human-robot interaction.