Mark Ashton

Papers

Total Citations

160

H-Index

About

Dr. Mark Ashton is a pioneering researcher at the intersection of hospitality management and emerging technology. His primary research areas include service robotics, artificial intelligence, and automation (RAISA) in hotel operations, with a particular focus on how these technologies reshape leadership dynamics and service process design. Dr. Ashton’s most influential work, "How will service robots redefine leadership in hotel management? A Delphi approach," has garnered 158 citations, establishing him as a leading voice on the human resource implications of automation. In this landmark study, he employed the Delphi technique to forecast how service robots will transform leadership roles and HR practices within the hospitality industry. His subsequent work on integrating Customer Dominant Logic into RAISA-driven service process design further demonstrates his commitment to ensuring that technological advancement enhances, rather than diminishes, the guest experience. By bridging the gap between technical innovation and human-centric management, Dr. Ashton’s research provides critical insights for hoteliers and scholars navigating the future of work. His contributions are essential reading for anyone interested in the strategic deployment of robotics and AI in service environments.