​Some members of the research group Sustainable Tourism through Consumer Behaviour Analysis have published a paper in Tourism and Hospitality Research (THR) (SCOPUS Q1: ISI). This study, which was developed and refined from a master's thesis supervised by Dr. Farah Shishan, provides practical insights for fast-food marketers, focusing on enhancing customer experience and operational efficiency through the strategic adoption of self-service kiosks. By promoting digital innovation in service delivery, the research aligns with sustainability goals by reducing resource consumption, optimising service processes, and minimising waste, ultimately contributing to more sustainable business practices in the fast-food industry.