Aitor Marcos
Papers
1
Total Citations
6
H-Index
1
About
Aitor Marcos is a rising scholar in hospitality technology and consumer behavior, with a focused interest in the adoption of service robots within the hotel industry. His work addresses a critical gap: while robots promise enhanced productivity and service quality, hotel managers in Spain and Europe remain hesitant to implement them. Marcos’s most-cited paper, “What behavioral beliefs could robot-served hotels focus on to attract potential consumers?” (2023, 6 citations), synthesizes fragmented literature to identify the key behavioral beliefs—such as perceived usefulness and ease of use—that hotels must target to appeal to potential guests. This contribution offers actionable insights for bridging the gap between technological potential and real-world adoption. By centering on consumer psychology, Marcos provides a framework for hotels to design robot-served experiences that align with guest expectations, thereby advancing both academic understanding and practical strategy in hospitality innovation. His work is particularly valuable for researchers and practitioners navigating the early stages of service robot integration in Europe.
Research Focus
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Top Papers
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