Max Robotics — Global Service Robot Directory + US Certification

About

Alastair M. Morrison is a leading voice in the intersection of technology, tourism, and hospitality, with a particular focus on the transformative role of service robots. His research critically examines how travelers and guests accept and engage with robotic services, a field that has gained unprecedented urgency in the post-pandemic world. Morrison’s most influential work, “Technology acceptance before and after COVID-19: no-touch service from hotel robots” (2022, 86 citations), provides a landmark analysis of how the pandemic fundamentally shifted consumer attitudes, accelerating the adoption of contactless, robotic hospitality. He further explores the nuances of human-robot interaction, investigating how robots can proactively manage service failures (2025) and how their anthropomorphic design—giving them human-like traits—impacts customer engagement (2025). By drawing on social response theory, Morrison’s work offers critical insights for designing robots that feel less like machines and more like trusted service partners. His research is essential reading for scholars and practitioners navigating the future of automated, yet human-centered, tourism and hospitality.