Muhammad Haroon Shoukat

Muhammad Haroon Shoukat is a researcher at ICN Business School, France. His work examines hospitality, tourism, digital marketing, consumer behavior, and technology-driven service innovation. He has published more than 46 research articles and received the Emerald Literati Award for Outstanding Paper in 2024. His academic content on LinkedIn has a reported reach of more than 80,000. He has also worked in the hotel industry and as a researcher at the School of Hotel and Tourism Management, The Hong Kong Polytechnic University.