Alastair M. Morrsion

Papers

Total Citations

H-Index

About

Alastair M. Morrison is a leading scholar in tourism and hospitality research, with a particular focus on the intersection of technology, service innovation, and sustainable tourism. His work critically examines how emerging technologies—especially service robots—reshape guest experiences and operational dynamics in urban hospitality settings. His most-cited paper, "Multi-stakeholder perspectives on the impacts of service robots in urban hotel rooms" (2022, 46 citations), offers a nuanced analysis of how robots affect not only guests but also hotel staff and management, highlighting the complex trade-offs between efficiency, personalization, and human labor. This study has become a foundational reference for researchers exploring automation in the service industry. Beyond this, Morrison’s broader contributions include pioneering frameworks for destination marketing and sustainable tourism development, earning him recognition as a thought leader in the field. His work is widely cited by academics and practitioners alike, reflecting its practical relevance and theoretical depth. With a career spanning decades and hundreds of publications, Morrison continues to influence how the tourism industry adapts to technological disruption while prioritizing human-centered design and ethical considerations.