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Prof. Dr. Ali B. Mahmoud

Prof. Dr. Ali B. Mahmoud

Chief Researcher

Ali.Mahmoud@ism.ltGoogle Scholar

Professor Dr. Ali B. Mahmoud is a Chief Researcher at ISM University of Management and Economics. Prof. Dr. Mahmoud is a triple PhD holder in Technology Management, Digital Marketing, and Organisational Behaviour. He is a Senior Fellow of the Higher Education Academy/Advance HE (SFHEA) and a Fellow of the Chartered Institute of Marketing (FCIM). He underwent his postdoctoral studies at London Business School (UK). With over 17 years of global academic experience, in addition to his role at ISM University of Management and Economics, Prof. Dr. Mahmoud currently serves as a Professor of Marketing at UDLALP (Mexico) and the Paris School of Business (France). He also serves as an Adjunct Professor at the University of London, University of Essex, and the University of the Arts London (UK), and as a Visiting Professor of Management at St. John’s University (USA).

His teaching spans undergraduate, master’s, and doctoral levels. He has delivered courses on digital and social media marketing, AI in marketing, and strategic brand management. Prof. Dr. Mahmoud integrates research into his teaching by drawing on his published work in areas like metaverse consumer engagement, gig economy dynamics, and drone logistics. This research-led approach enables students to explore real-world problems through evidence-based thinking.

Prof. Dr. Mahmoud is an experienced supervisor and examiner. He has chaired and examined doctoral viva panels in the UK, France, Malaysia, and beyond. He continues to mentor doctoral and postdoctoral researchers. His PhD supervision focuses on digital business, marketing ethics, consumer behaviour, work psychology, people analytics, and emerging technologies.

He has authored over 100 scholarly outputs, including articles in the European Journal of Marketing, IEEE Transactions on Engineering Management, Internet Research, Industrial Marketing Management, International Journal of Human Resource Management, and International Journal of Contemporary Hospitality Management, amongst many others. His recent work utilises big data analytics and machine learning to examine public perspectives on AI, metaverse applications, and blockchain marketing.

Awards

  • 2025 – Wiley’s Top-Cited Article 2023-2024
  • 2024 – Wiley’s Top-Cited Article 2022-2023
  • 2023 – Wiley’s Top-Cited Article 2021-2022
  • 2023 – UK Advance HE (Higher Education Academy) Senior Fellowship (SFHEA)
  • 2022 – Wiley’s Top-Cited Article 2020-2021
  • 2021 – International Sociological Association’s Topic of the Month
  • 2017 – Fellow of the Chartered Institute of Marketing (FCIM)
  • 2017 – Principal Practitioner of the Association for Business Psychology
  • 2016 – London Business School’s Postdoctoral Research Fellowship

Research areas

  • Digital transformation in marketing and consumer behaviour
  • Sustainability management and corporate communication
  • Future of work and organisational behaviour in extreme contexts

Teaching areas

  • Core Marketing and Consumer Insights
  • Digital and Technology-Driven Marketing
  • Management, Leadership, and People
  • Strategic and Operational Management
  • Analytical and Quantitative Skills
  • Capstone and Dissertation Supervision

Publications

Mahmoud, A. B. (2025). Eliciting Public Beliefs about Metaverse Esports. Internet Research. https://doi.org/10.1108/INTR-02-2024-0275
Mahmoud, A. B., Fuxman, L., Asaad, Y., & Solakis, K. (2025). Exploring new realms or losing touch? Assessing public beliefs about tourism in the metaverse–a big-data approach. International Journal of Contemporary Hospitality Management, 37(4), 1384-1420. https://doi.org/10.1108/IJCHM-09-2023-1515
Mahmoud, A. B., Kumar, V., Berman, A., Elhajjar, S., & Fuxman, L. (2025). Knowledge, attitude and practice towards blockchain potential for digital marketing: scale development and validation. European Journal of Marketing, 59(3), 601-644. https://doi.org/10.1108/ejm-12-2023-0911
Mahmoud, A. B., Kumar, V., & Spyropoulou, S. (2025). Identifying the Public's Beliefs About Generative Artificial Intelligence: A Big Data Approach. IEEE Transactions on Engineering Management, 72, 827-841. https://doi.org/10.1109/tem.2025.3534088
Mahmoud, A. B., & Mahroof, K. (2025). The Proof is in the Pudding: Public Beliefs, Emotions and Sentiments on Drone Deliveries in Extreme Contexts. European Journal of Marketing. https://doi.org/10.1108/EJM-08-2024-0631
Javed, T., Mahmoud, A. B., Yang, J., & Zhao, X. (2024). Green branding in fast fashion: examining the impact of social sustainability claims on Chinese consumer behaviour and brand perception. Corporate Communications: An International Journal, 29(6), 915-934. https://doi.org/10.1108/ccij-12-2023-0169
Javed, T., Zhao, X., Mahmoud, A. B., Fuxman, L., & Houjeir, R. (2024). Promoting social justice and women's rights: Mitigating the negative impacts of large hydropower projects on tribal women in the Hindu Kush Himalaya region. Environmental Development, 50, 101001. https://doi.org/10.1016/j.envdev.2024.101001
Mahmoud, A. B. (2024). Aging in the Digital Age: Public Beliefs About the Potential of Virtual Reality (VR) for the Aging Population. Journal of Macromarketing. https://doi.org/10.1177/02761467241253286
Mahmoud, A. B. (2024). Analysing the public's beliefs, emotions and sentiments towards Metaverse workplace: A big-data qualitative inquiry. Acta Psychologica, 250, 104498. https://doi.org/10.1016/j.actpsy.2024.104498
Mahmoud, A. B. (2024). Digital Marketing Analytics in Sports. In A. Mansurali, P. M. Jeyanthi, D. Hack-Polay, & A. B. Mahmoud (Eds.), Sports Analytics: Data-Driven Sports and Decision Intelligence (pp. 55-74). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-63573-1_4
Mahmoud, A. B. (2024). Exploring the public's beliefs, emotions and sentiments towards the adoption of the metaverse in education: A qualitative inquiry using big data. British Educational Research Journal, 50(5), 2320-2341. https://doi.org/10.1002/berj.4026
Mahmoud, A. B., Berman, A., Reisel, W., Fuxman, L., & Hack-Polay, D. (2024). Examining generational differences as a moderator of extreme-context perception and its impact on work alienation organizational outcomes: Implications for the workplace and remote work transformation. Scandinavian Journal of Psychology, 65(1), 70-85. https://doi.org/10.1111/sjop.12955
Mahmoud, A. B., Reisel, W. D., Berman, A., & Fuxman, L. (2024). Unlocking Athletic Potential: Harnessing People Analytics for Optimal Performance and Talent Management in Sports. In A. Mansurali, P. M. Jeyanthi, D. Hack-Polay, & A. B. Mahmoud (Eds.), Sports Analytics: Data-Driven Sports and Decision Intelligence (pp. 75-88). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-63573-1_5
Mahmoud, A. B., Reisel, W. D., Berman, A., Fuxman, L., Long, C., Abu Jdea, F., & Hack-Polay, D. (2024). War vs pandemic—investigating the type of extreme context as a moderator of extreme-context perception effects on work alienation and its organisational outcomes. The International Journal of Human Resource Management, 35(20), 3415-3450. https://doi.org/10.1080/09585192.2024.2417177
Mansurali, A., Jeyanthi, P. M., Hack-Polay, D., & Mahmoud, A. B. (2024). Sports Analytics. Springer Nature. https://doi.org/10.1007/978-3-031-63573-1
Mansurali, A., & Mahmoud, A. B. (2024). Sports Analytics: Data-Driven Sports and Decision Intelligence. In A. Mansurali, P. M. Jeyanthi, D. Hack-Polay, & A. B. Mahmoud (Eds.), Sports Analytics: Data-Driven Sports and Decision Intelligence (pp. 1-17). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-63573-1_1
Simionescu, M., Mahmoud, A. B., Strielkowski, W., & Jula, N.-M. (2024). Investigating stress, anxiety, and coping strategies among higher education students in extreme contexts: insights from Romania during the COVID-19 pandemic. BMC Public Health, 24(1), 3497. https://doi.org/10.1186/s12889-024-20949-0
Ashaye, O. R., Mahmoud, A. B., Munna, A. S., & Ali, N. (2023). The role of social media engagement and emotional intelligence in successful employment. Higher Education, Skills and Work-Based Learning, 13(2), 315-337. https://doi.org/10.1108/heswbl-07-2022-0158
Hack-Polay, D., Mahmoud, A. B., Ikafa, I., Rahman, M., Kordowicz, M., & Verde, J. M. (2023). Steering resilience in nursing practice: Examining the impact of digital innovations and enhanced emotional training on nurse competencies. Technovation, 120, 102549. https://doi.org/10.1016/j.technovation.2022.102549
Mahmoud, A. B. (2023). The Metaverse and Web 3.0. In P. Keikhosrokiani (Ed.), Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World (pp. 322-345). IGI Global. https://doi.org/10.4018/978-1-6684-7029-9.ch015
Mahmoud, A. B. (2023). The Metaverse and Web 3.0: Revolutionising Consumption and Communication for the Future. In P. Keikhosrokiani (Ed.), Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World (pp. 322-345). IGI Global. https://doi.org/10.4018/978-1-6684-7029-9.ch015
Mahmoud, A. B., Berman, A., Grigoriou, N., & Solakis, K. (2023). Investigating gender as a moderator of extreme-context perception effects on behavioural tendencies towards fashion brands on Instagram in West Africa. Journal of Marketing Communications, 1-23. https://doi.org/10.1080/13527266.2023.2278058
Mahmoud, A. B., Berman, A., Reisel, W. D., Fuxman, L., Grigoriou, N., & Tehseen, S. (2023). Entrepreneurial Marketing Intentions and Behaviours among Students: Investigating the Roles of Entrepreneurial Skills, Entrepreneurial Self-efficacy, and Family Business Exposure. International Review of Entrepreneurship, 21(1), 123-148. https://www.senatehall.com/entrepreneurship?article=740
Mahmoud, A. B., Kumar, V., Fuxman, L., & Mohr, I. (2023). Climate change risks, sustainability and luxury branding: Friend or a foe. Industrial Marketing Management, 115, 57-68. https://doi.org/10.1016/j.indmarman.2023.09.008
Mahmoud, A. B., Mohr, I., Grigoriou, N., & Ball, J. (2023). Breathing Life into Marketing Scholarship Through Creativity Learning and Teaching. In D. Stottlemyer (Ed.), Creating Motivational Online Environments For Students. IGI Global.
Opute, J. E., & Mahmoud, A. B. (2023). What sort of collective bargaining is emerging in Nigeria? Personnel Review, 52(1), 166-182. https://doi.org/10.1108/pr-12-2020-0872
Fuxman, L., Mohr, I., Mahmoud, A. B., & Grigoriou, N. (2022). The new 3Ps of sustainability marketing: The case of fashion. Sustainable Production and Consumption, 31, 384-396. https://doi.org/https://doi.org/10.1016/j.spc.2022.03.004
Hack-Polay, D., Mas, F. D., Mahmoud, A. B., & Rahman, M. (2022). Barriers to the effective exploitation of migrants' social and cultural capital in hospitality and tourism: A dual labour market perspective. Journal of Hospitality and Tourism Management, 50, 168-177. https://doi.org/10.1016/j.jhtm.2022.01.012
Mahmoud, A. B., Ball, J., Rubin, D., Fuxman, L., Mohr, I., Hack-Polay, D., Grigoriou, N., & Wakibi, A. (2022). Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations. Journal of Marketing Communications, 28(8), 864-888. https://doi.org/10.1080/13527266.2021.1971282
Mahmoud, A. B., Berman, A., Tehseen, S., & Hack-Polay, D. (2022). Modelling Socio-Digital Customer Relationship Management in the Hospitality Sector During the Pandemic Time. In P. Keikhosrokiani (Ed.), Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era (pp. 169-191). IGI Global. https://doi.org/10.4018/978-1-6684-4168-8.ch008
Mahmoud, A. B., Grigoriou, N., Fuxman, L., Reisel, W. D., Hack-Polay, D., & Mohr, I. (2022). A generational study of employees’ customer orientation: a motivational viewpoint in pandemic time. Journal of Strategic Marketing, 30(8), 746-763. https://doi.org/10.1080/0965254X.2020.1844785
Mahmoud, A. B., Reisel, W. D., Fuxman, L., & Hack-Polay, D. (2022). Locus of control as a moderator of the effects of COVID-19 perceptions on job insecurity, psychosocial, organisational, and job outcomes for MENA region hospitality employees. European Management Review, 19(2), 313-332. https://doi.org/10.1111/emre.12494
Mohr, I., Fuxman, L., & Mahmoud, A. B. (2022). A triple-trickle theory for sustainable fashion adoption: the rise of a luxury trend. Journal of Fashion Marketing and Management: An International Journal, 26(4), 640-660. https://doi.org/10.1108/jfmm-03-2021-0060
Mohr, I., Fuxman, L., & Mahmoud, A. B. (2022). Fashion Resale Behaviours and Technology Disruption: An In-Depth Review. In P. Keikhosrokiani (Ed.), Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era (pp. 351-373). IGI Global. https://doi.org/10.4018/978-1-6684-4168-8.ch015
Solakis, K., Katsoni, V., Mahmoud, A. B., & Grigoriou, N. (2022). Factors affecting value co-creation through artificial intelligence in tourism: a general literature review. Journal of Tourism Futures, ahead-of-print(ahead-of-print). https://doi.org/10.1108/jtf-06-2021-0157

Publications

Mahmoud, A. B. (2025). Eliciting Public Beliefs about Metaverse Esports. Internet Research. https://doi.org/10.1108/INTR-02-2024-0275
Mahmoud, A. B., Fuxman, L., Asaad, Y., & Solakis, K. (2025). Exploring new realms or losing touch? Assessing public beliefs about tourism in the metaverse–a big-data approach. International Journal of Contemporary Hospitality Management, 37(4), 1384-1420. https://doi.org/10.1108/IJCHM-09-2023-1515
Mahmoud, A. B., Kumar, V., Berman, A., Elhajjar, S., & Fuxman, L. (2025). Knowledge, attitude and practice towards blockchain potential for digital marketing: scale development and validation. European Journal of Marketing, 59(3), 601-644. https://doi.org/10.1108/ejm-12-2023-0911
Mahmoud, A. B., Kumar, V., & Spyropoulou, S. (2025). Identifying the Public’s Beliefs About Generative Artificial Intelligence: A Big Data Approach. IEEE Transactions on Engineering Management, 72, 827-841. https://doi.org/10.1109/tem.2025.3534088
Mahmoud, A. B., & Mahroof, K. (2025). The Proof is in the Pudding: Public Beliefs, Emotions and Sentiments on Drone Deliveries in Extreme Contexts. European Journal of Marketing. https://doi.org/10.1108/EJM-08-2024-0631
Javed, T., Mahmoud, A. B., Yang, J., & Zhao, X. (2024). Green branding in fast fashion: examining the impact of social sustainability claims on Chinese consumer behaviour and brand perception. Corporate Communications: An International Journal, 29(6), 915-934. https://doi.org/10.1108/ccij-12-2023-0169
Javed, T., Zhao, X., Mahmoud, A. B., Fuxman, L., & Houjeir, R. (2024). Promoting social justice and women’s rights: Mitigating the negative impacts of large hydropower projects on tribal women in the Hindu Kush Himalaya region. Environmental Development, 50, 101001. https://doi.org/10.1016/j.envdev.2024.101001
Mahmoud, A. B. (2024). Aging in the Digital Age: Public Beliefs About the Potential of Virtual Reality (VR) for the Aging Population. Journal of Macromarketing. https://doi.org/10.1177/02761467241253286
Mahmoud, A. B. (2024). Analysing the public’s beliefs, emotions and sentiments towards Metaverse workplace: A big-data qualitative inquiry. Acta Psychologica, 250, 104498. https://doi.org/10.1016/j.actpsy.2024.104498
Mahmoud, A. B. (2024). Digital Marketing Analytics in Sports. In A. Mansurali, P. M. Jeyanthi, D. Hack-Polay, & A. B. Mahmoud (Eds.), Sports Analytics: Data-Driven Sports and Decision Intelligence (pp. 55-74). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-63573-1_4
Mahmoud, A. B. (2024). Exploring the public’s beliefs, emotions and sentiments towards the adoption of the metaverse in education: A qualitative inquiry using big data. British Educational Research Journal, 50(5), 2320-2341. https://doi.org/10.1002/berj.4026
Mahmoud, A. B., Berman, A., Reisel, W., Fuxman, L., & Hack-Polay, D. (2024). Examining generational differences as a moderator of extreme-context perception and its impact on work alienation organizational outcomes: Implications for the workplace and remote work transformation. Scandinavian Journal of Psychology, 65(1), 70-85. https://doi.org/10.1111/sjop.12955
Mahmoud, A. B., Reisel, W. D., Berman, A., & Fuxman, L. (2024). Unlocking Athletic Potential: Harnessing People Analytics for Optimal Performance and Talent Management in Sports. In A. Mansurali, P. M. Jeyanthi, D. Hack-Polay, & A. B. Mahmoud (Eds.), Sports Analytics: Data-Driven Sports and Decision Intelligence (pp. 75-88). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-63573-1_5
Mahmoud, A. B., Reisel, W. D., Berman, A., Fuxman, L., Long, C., Abu Jdea, F., & Hack-Polay, D. (2024). War vs pandemic—investigating the type of extreme context as a moderator of extreme-context perception effects on work alienation and its organisational outcomes. The International Journal of Human Resource Management, 35(20), 3415-3450. https://doi.org/10.1080/09585192.2024.2417177
Mansurali, A., Jeyanthi, P. M., Hack-Polay, D., & Mahmoud, A. B. (2024). Sports Analytics. Springer Nature. https://doi.org/10.1007/978-3-031-63573-1
Mansurali, A., & Mahmoud, A. B. (2024). Sports Analytics: Data-Driven Sports and Decision Intelligence. In A. Mansurali, P. M. Jeyanthi, D. Hack-Polay, & A. B. Mahmoud (Eds.), Sports Analytics: Data-Driven Sports and Decision Intelligence (pp. 1-17). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-63573-1_1
Simionescu, M., Mahmoud, A. B., Strielkowski, W., & Jula, N.-M. (2024). Investigating stress, anxiety, and coping strategies among higher education students in extreme contexts: insights from Romania during the COVID-19 pandemic. BMC Public Health, 24(1), 3497. https://doi.org/10.1186/s12889-024-20949-0
Ashaye, O. R., Mahmoud, A. B., Munna, A. S., & Ali, N. (2023). The role of social media engagement and emotional intelligence in successful employment. Higher Education, Skills and Work-Based Learning, 13(2), 315-337. https://doi.org/10.1108/heswbl-07-2022-0158
Hack-Polay, D., Mahmoud, A. B., Ikafa, I., Rahman, M., Kordowicz, M., & Verde, J. M. (2023). Steering resilience in nursing practice: Examining the impact of digital innovations and enhanced emotional training on nurse competencies. Technovation, 120, 102549. https://doi.org/10.1016/j.technovation.2022.102549
Mahmoud, A. B. (2023). The Metaverse and Web 3.0. In P. Keikhosrokiani (Ed.), Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World (pp. 322-345). IGI Global. https://doi.org/10.4018/978-1-6684-7029-9.ch015
Mahmoud, A. B. (2023). The Metaverse and Web 3.0: Revolutionising Consumption and Communication for the Future. In P. Keikhosrokiani (Ed.), Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World (pp. 322-345). IGI Global. https://doi.org/10.4018/978-1-6684-7029-9.ch015
Mahmoud, A. B., Berman, A., Grigoriou, N., & Solakis, K. (2023). Investigating gender as a moderator of extreme-context perception effects on behavioural tendencies towards fashion brands on Instagram in West Africa. Journal of Marketing Communications, 1-23. https://doi.org/10.1080/13527266.2023.2278058
Mahmoud, A. B., Berman, A., Reisel, W. D., Fuxman, L., Grigoriou, N., & Tehseen, S. (2023). Entrepreneurial Marketing Intentions and Behaviours among Students: Investigating the Roles of Entrepreneurial Skills, Entrepreneurial Self-efficacy, and Family Business Exposure. International Review of Entrepreneurship, 21(1), 123-148. https://www.senatehall.com/entrepreneurship?article=740
Mahmoud, A. B., Kumar, V., Fuxman, L., & Mohr, I. (2023). Climate change risks, sustainability and luxury branding: Friend or a foe. Industrial Marketing Management, 115, 57-68. https://doi.org/10.1016/j.indmarman.2023.09.008
Mahmoud, A. B., Mohr, I., Grigoriou, N., & Ball, J. (2023). Breathing Life into Marketing Scholarship Through Creativity Learning and Teaching. In D. Stottlemyer (Ed.), Creating Motivational Online Environments For Students. IGI Global.
Opute, J. E., & Mahmoud, A. B. (2023). What sort of collective bargaining is emerging in Nigeria? Personnel Review, 52(1), 166-182. https://doi.org/10.1108/pr-12-2020-0872
Fuxman, L., Mohr, I., Mahmoud, A. B., & Grigoriou, N. (2022). The new 3Ps of sustainability marketing: The case of fashion. Sustainable Production and Consumption, 31, 384-396. https://doi.org/https://doi.org/10.1016/j.spc.2022.03.004
Hack-Polay, D., Mas, F. D., Mahmoud, A. B., & Rahman, M. (2022). Barriers to the effective exploitation of migrants’ social and cultural capital in hospitality and tourism: A dual labour market perspective. Journal of Hospitality and Tourism Management, 50, 168-177. https://doi.org/10.1016/j.jhtm.2022.01.012
Mahmoud, A. B., Ball, J., Rubin, D., Fuxman, L., Mohr, I., Hack-Polay, D., Grigoriou, N., & Wakibi, A. (2022). Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations. Journal of Marketing Communications, 28(8), 864-888. https://doi.org/10.1080/13527266.2021.1971282
Mahmoud, A. B., Berman, A., Tehseen, S., & Hack-Polay, D. (2022). Modelling Socio-Digital Customer Relationship Management in the Hospitality Sector During the Pandemic Time. In P. Keikhosrokiani (Ed.), Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era (pp. 169-191). IGI Global. https://doi.org/10.4018/978-1-6684-4168-8.ch008
Mahmoud, A. B., Grigoriou, N., Fuxman, L., Reisel, W. D., Hack-Polay, D., & Mohr, I. (2022). A generational study of employees’ customer orientation: a motivational viewpoint in pandemic time. Journal of Strategic Marketing, 30(8), 746-763. https://doi.org/10.1080/0965254X.2020.1844785
Mahmoud, A. B., Reisel, W. D., Fuxman, L., & Hack-Polay, D. (2022). Locus of control as a moderator of the effects of COVID-19 perceptions on job insecurity, psychosocial, organisational, and job outcomes for MENA region hospitality employees. European Management Review, 19(2), 313-332. https://doi.org/10.1111/emre.12494
Mohr, I., Fuxman, L., & Mahmoud, A. B. (2022). A triple-trickle theory for sustainable fashion adoption: the rise of a luxury trend. Journal of Fashion Marketing and Management: An International Journal, 26(4), 640-660. https://doi.org/10.1108/jfmm-03-2021-0060
Mohr, I., Fuxman, L., & Mahmoud, A. B. (2022). Fashion Resale Behaviours and Technology Disruption: An In-Depth Review. In P. Keikhosrokiani (Ed.), Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era (pp. 351-373). IGI Global. https://doi.org/10.4018/978-1-6684-4168-8.ch015
Solakis, K., Katsoni, V., Mahmoud, A. B., & Grigoriou, N. (2022). Factors affecting value co-creation through artificial intelligence in tourism: a general literature review. Journal of Tourism Futures, ahead-of-print(ahead-of-print). https://doi.org/10.1108/jtf-06-2021-0157