MRes: Evaluating business reaction to robotic applications in Scottish tourism and hospitality organisations

The Tourism Research Centre at Edinburgh Napier University’s Business School invites applications for the following 1 year Masters by Research (MRes) project in the field of tourism and hospitality robotics. Part-time applications for this project are also welcome.

The growth of generative artificial intelligence and robotic systems internationally provide a wealth of opportunity for the tourism and hospitality sectors. Homegrown robotic start-ups and research facilities (including Edinburgh Napier University’s Centre for AI & Robotics and Heriot Watt’s National Robotarium) represent a springboard to support industry in exploring and implementing robotic applications to enhance both efficiency and effectiveness. This is mirrored in academic research in tourism and hospitality with support for robotics to streamline operations, increase consistency and accuracy and enhance consumer value.

However, perceived industry challenges and concerns exist in relation to the adoption of robotic technologies in the Scottish tourism and hospitality landscape. The impact on the workforce, facilities planning, infrastructure, budgetary constraints and consumer acceptance of robotics remain considerations for contemporary tourism and hospitality businesses and this study seeks to explore these further in a range of environments. Additional factors such as regional variation and connectivity may hold further challenges for Scottish tourism businesses and the study hopes to capture these as a platform for future research.

As such, this project seeks to critically examine the reaction of Scottish tourism and hospitality organisations to robotic opportunities. Using a mixed methodology, the successful applicant will provide key insights into the business reaction to the role and perceived value of robotic applications and explore barriers to implementation. Driving research questions include:

1)    What perceived value do robotic applications have to a range of Scottish tourism and hospitality providers?

2)    What perceived barriers are there to engaging with and implementing robotic applications in Scottish tourism and hospitality businesses?

3)    To what extent do regional variations across Scotland impact on business willingness to adopt robotic technologies?  

The successful applicant will benefit from the expertise of the Director of Studies (Dr Ellis Urquhart) and Second Supervisor (Dr Kelsy Hejjas). Dr Ellis Urquhart completed his PhD at Edinburgh Napier University’s Business School and explored the role of interactive technology in the co-creation of visitor experiences in Scottish visitor attractions and his current research work explores the impact of robotics and automation in tourism and hospitality services. Dr Kelsy Hejjas holds a PhD in Tourism and Hospitality Management from the Univesrity of Surrey. She has worked with public and privde sector organisations to overcome a range of operational issues through an examination of the experience of boths mangagers and employees. Successful completion of a MRes provides a strong platform for further doctoral study in related areas. 

Academic Qualifications:

A first degree (at least a 2.1) ideally in Tourism and/or hospitality with a good fundamental knowledge of the role and/or value of emerging technology within tourism and hospitality organisations.

English Language Requirement:

IELTS score must be at least 6.5 (with no less than 6.0 in each of the four components), Ither equivalent qualifications will be accepted. Full details of the University’s policy are available online.

Essential Attributes:

·       Experience of fundamental research in a related area and undertaking independent research

·       Competent in mixed research methods

·       Knowledge of robotics, automation and/or tourism and hospitality technologies

·       Good written and oral communication skills

·       Strong motivation, with evidence of independent research skills relevant to the project

·       Good time management

Desirable Attributes:

Practical experience of working within the tourism and/or hospitality sector. Experience in working collaboratively with key stakeholders/industry partners