Martina Markova

Papers

Total Citations

225

H-Index

About

Dr. Martina Markova is a leading voice in hospitality technology, with her research centering on the adoption of service robots and artificial intelligence within the hotel industry. Her most influential work, a mixed-methods study on hotel managers’ perceptions of robots, has garnered over 217 citations, establishing a foundational understanding of the supply-side challenges and opportunities in robotic integration. By combining quantitative surveys with in-depth qualitative interviews, Dr. Markova provides a nuanced view of managerial attitudes, highlighting concerns about cost, guest acceptance, and operational efficiency. This pivotal research has shaped how scholars and practitioners approach the human-robot dynamic in service settings. Her contributions are essential for anyone studying the future of hospitality, offering critical insights into the barriers and drivers of technological adoption. Dr. Markova’s work continues to influence both academic discourse and industry strategy, making her a key figure in the ongoing transformation of hotel management.