WILLIE TAO

School of Hospitality and Tourism Management
William S. Spears Fellow
Associate Professor
MS-HTM Graduate Coordinator

OKLAHOMA STATE UNIVERSITY
STILLWATER, OK 74078
Phone: 405-744-6712

willie.tao@okstate.edu

Curriculum Vitae

Education

• Ph D, Kansas State University, Hospitality Management, 2017
• MS, Nation Kaohsiung University of Hospitality and Tourism, Hospitality Management, 2013
• MA, Manchester Metropolitan University, International Hospitality Management (Distinction), 2012
• BA, National Taiwan University, Political Science, 2007

Publications

• Lisa Slevitch and Chen-Wei Tao. "Thriving in a meat-loving world: Strategies for plant-based restaurants in Oklahoma". Journal of Foodservice Business Research (Forthcoming).
• S. Ko, R. Gruss, E. Kim, and Chen-Wei Tao. "Bridging communications: Online food delivery drivers’ voices in shaping a new work paradigm". Journal of Hospitality and Tourism Research (Forthcoming).
• K. Shafieizadeh and Chen-Wei Tao. "The role of fresh and local food information on menus in shaping CSR attitudes: An eye-tracking study". Journal of Hospitality and Tourism Insights (Forthcoming).
• S.-W. Huang, Chen-Wei Tao, W. Huang, and J. Liu. (2024). "Chinese Soul Food: The Worldwide Spread of Hakka Cuisine.". Taipei: SMC Publishing Inc..
• L. L. Anusasananan, S.-W. Huang, Chen-Wei Tao, W. Huang, and J. Liu. (2024). "The Hakka Cookbook: Chinese Soul Food from Around the World (Trans.)". Taipei: SMC Publishing Inc..
• K. S. Sung, Chen-Wei Tao, and S. Lee. "How does dialogic corporate social responsibility communication affect online brand advocacy? The role of other-regarding preferences". International Journal of Hospitality Management (Forthcoming).
• Chen-Wei Tao, Kiyan Shafieizadeh, Kyong Sung, and Junehee Kwon. (2023). "Influential factors toward the quality of dining services at continuing care retirement communities: Manager's perspective". Journal of Hospitality and Tourism Management. (56), 60-68.
• Chen-Wei Tao, S.-W. Huang, and W. Huang. (2023). "Exploring Hakka restaurants in the U.S. using big data analytics". Bulletin of Taiwan Hakka Culture Development Center. (4), 7-34.
• K. Shafieizadeh, S. Alotaibi, and Chen-Wei Tao. (2023). "Information processing of food safety messages: What really matters for restaurant customers?". International Journal of Contemporary Hospitality Management.
• SeungHyun Lee, Chen-Wei Tao, Haemoon Oh, and Alecia Douglas. (2022). "All that glitters is not green: Impact of biophilic designs on customer experiential values". Journal of Hospitality and Tourism Research.
• Kai-Sean Lee and Chen-Wei Tao. (2022). "Culinary knowledge sharing on social media: Case of the 2019 Malaysian World Pastry Champion Wei Loon Tan". Journal of Hospitality and Tourism Management. (52), 52-64.
• Kyong Sung, Chen-Wei Tao, and Lisa Slevitch. (2022). "Do strategy and content matter? Restaurant firms’ corporate social responsibility communication on Twitter: A social network theory perspective". Tourism and Hospitality Research. 1-13.
• Kiyan Shafieizadeh, Salman Alotaibi, and Chen-Wei Tao. (2021). "How do authenticity and quality perceptions affect dining experiences and recommendations of food trucks? The moderating role of perceived risk". International Journal of Hospitality Management.
• K.-S. Lee and Chen-Wei Tao. (2021). "Secretless pastry chefs on Instagram: The disclosure of culinary secrets on social media". International Journal of Contemporary Hospitality Management.
• Kai Sean Lee and Chen-Wei Tao. (2021). "Secretless pastry chefs on Instagram: The disclosure of culinary secrets on social media". International Journal of Contemporary Hospitality Management. (33), 2, 650-669.
• Kiyan Shafieizadeh and Chen-Wei Tao. (2020). "How does a menu’s information about local food affect restaurant selection? The roles of corporate social responsibility, transparency, and trust.". Journal of Hospitality and Tourism Management. (43), 232-240.
• H Wen, E Park, Chen-Wei Tao, B Chae, X Li, and J Kwon. (2020). "Exploring user-generated content related to dining experiences of consumers with food allergies.". International Journal of Hospitality Management. (85),
• K. S. Sung, Chen-Wei Tao, and Elisaveta Slevitch. (2020). "Restaurant chain’s corporate social responsibility messages on social networking sites: The role of social distance.". International Journal of Hospitality Management. (85),
• Chen-Wei Tao and J Kwon. (2019). "Exploring restaurant service sabotage behaviors in the U.S.". Journal of Foodservice Management and Education. (13), 1, 20-27.
• Chen-Wei Tao, J Jang, and J Kwon. (2019). "Understanding the role of emotional intelligence and work status in service sabotage: Developing and testing a three-way interaction model. ". Journal of Hospitality and Tourism Management. (41), 51-59.

Presentations

• Motivating foodservice employees toward voluntary pro-environmental behavior in demanding work environments
  2025 West Federation CHRIE Conference
  Denton, TX - February 2025
• Beyond the stereotypes: Examining the challenges and opportunities for authentic Native American Tourism
  The 2nd ICHRIE ESD Undergraduate Research Symposium
  International CHRIE ESD
  Tampa, FL - February 2025
• Enhancing event inclusivity: Applying immersive technology for people with disabilities
  The 2nd ICHRIE ESD Undergraduate Research Symposium
  International CHRIE ESD
  Tampa, FL - February 2025
• Reducing food waste at hotel breakfast buffets: Chefs’ perspectives
  30th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Houston, TX - January 2025
• Third-culture food: A staged authenticity perspective
  30th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Houston, TX - January 2025
• Exploring AI voice assistants’ impact on residents’ loneliness and emotional well-being in CCRCs
  2024 Central Federation CHRIE Virtual Conference
  November 2024
• Gig economy: How app usage satisfaction and tips impact job satisfaction for food delivery riders
  2024 Academy of Marketing Science Annual Conference
  Academy of Marketing Science
  Coral Gables, FL - May 2024
• Human-robot collaboration: Investigating the impact of extrinsic and intrinsic factors on employees’ turnover intention
  2024 Academy of Marketing Science Annual Conference
  Academy of Marketing Science
  Coral Gables, FL - May 2024
• From bad to worse: The role of customer congruence in perceiving service sabotage in restaurants
  The 25th Conference of Sustainable Development of Management
  Pingtung, Taiwan - May 2024
• Ethnic cuisine and community: Hakka restaurants and cultural bonds in Canada
  2024 OSU Undergraduate Research Symposium
  Stillwater, OK - April 2024
• Exploring consumers’ perception on third-culture food through social media analytics
  Foodservice Systems Management Education Council 2024 Virtual Conference
  Online - April 2024
• Hakka restaurants in Canada: An exploration of ethnic cuisine and culture
  The Inaugural ICHRIE ESD Undergraduate Research Symposium
  International CHRIE ESD
  Miami, FL - February 2024
• Exploring natural wonders through social media analytics: Visitors’ motivations for traveling to nature-based tourism destinations
  29th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Miami, FL - January 2024
• Sustainability in sporting events: The effect of message framing strategies on food waste
  29th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Miami, FL - January 2024
• Tourists’ motivation and experience for attending Native American festivals: The role of food and tribal affiliation
  2023 Annual International CHRIE Summer Global Conference
  International CHRIE
  Phoenix, AZ - July 2023
• Robotic service failure: Robot recovery and customer forgiveness.
  2023 Academy of Marketing Science Annual Conference
  Academy of Marketing Science
  New Orleans, LA - May 2023
• Do you take leftover food home? The role of commensality and restaurant type.
  28th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Anaheim, CA - January 2023
• Is it fair? Female employees’ stressors during the Covid-19 pandemic
  28th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Anaheim, CA - January 2023
• Restaurant firm’s CSR communication and online brand advocacy: The role of social and psychological influence in dialogic principles
  28th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Anaheim, CA - January 2023
• Let fans build their own plates: Reducing food waste in sporting events
  The 28th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  The Collins College of Hospitality Management
  Anaheim, California - January 7 2023
• How to Successfully Sell Plant-Based Protein Products in a Carnivore State: Case of Oklahoma, USA
  EuroCHRIE
  Apledoorn, Netherlands - October 24 2022
• Sustainable supply chain and customer happiness: The mediating role of sensory brand experience and moderating role of connoisseurship
  2022 Central Federation CHRIE Conference
  West Lafayette, IN - September 2022
• Hakka immigrants and their food in North America: Exploring Hakka restaurants in the U.S. using big data analytics
  2022 Hakka Food and Beverage Culture International Conference
  Miaoli, Taiwan - September 2022
• Exploring job satisfaction of mobile food delivery application frontline employees through social media analytics
  2022 Annual ICHRIE Summer Conference
  Washington, D.C. - August 2022
• Hospitality female employees’ challenge and hindrance stressors during the Covid-19 Pandemic.
  2022 Annual ICHRIE Summer Conference
  Washington, D.C. - August 2022
• Social presence, warmth, in and service robot adoption: The effect of non-verbal communication and customer commensality
  2022 Annual ICHRIE Summer Conference
  Washington, D.C. - August 2022
• How to successfully sell plant-based protein in a carnivore state
  2022 OSU Undergraduate Research Symposium
  Stillwater, OK - April 2022
• Big data analytics in hospitality and tourism
  Advanced Research Methods and Applications in Hospitality & Tourism
  Department of Nutrition, Dietetics, and Hospitality Management, Auburn University
  Virtual - March 2022
• Using Data for Social and Business Impact
  CADRE Symposium
  Spears School of Business and Edmon Low Library
  Virtual - February 2022
• Ethnic Food Trucks: Authenticity - Satisfaction - Memorability - Positive Word of mouth
  Restaurant Relevance - The podcast
  Virtual - February 2022
• What matters to mobile food delivery riders? Applying social media analytics
  28th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Anaheim, CA - January 2022
• Big Data Research
  Big Data Research Webinar
  Saudi Tourism Society
  Virtual - March 2021
• Authentic dining experience in a peer-to-peer meal-sharing context: Conceptualization and scale development
  Foodservice Systems Management Education Council 2021 Virtual Conference
  Online - March 2021
• Customers’ responses to local food content on restaurant menus: An eye-tracking approach
  25th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Las Vegas, NV - January 2020
• Evaluating the performance of a university restaurant using the institutional DINESERV
  25th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Las Vegas, NV - January 2020
• Exploring consumer’s electronic word of mouth for ethnically themed green restaurants
  25th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Las Vegas, NV - January 2020
• How do customers respond to different types of corporate social responsibility activities and communication strategies on Twitter? Evidence from the U.S. restaurant firms
  25th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Las Vegas, NV - January 2020
• Exploring gender impact on career identity formation and expression in social media of female chefs
  2019 APacCHRIE & EuroCHRIE Joint Conference
  Hong Kong, China - May 2019
• Exploring tourists’ perceptions of Native American food: Evidence from a multi-tribal festival
  2019 APacCHRIE & EuroCHRIE Joint Conference
  Hong Kong, China - May 2019
• Exploring user-generated content related to dining experiences of consumers with food allergies
  2019 APacCHRIE & EuroCHRIE Joint Conference
  Hong Kong, China - May 2019
• Exploring gender impact on career identity formation and expression in social media of female chefs
  Joint Conference
  APacCHRIE & EuroCHRIE
  Hong Kong, China - May 2019
• Exploring Tourists' Perceptions Native American Food: Evidence from a Multi-Tribal Festival
  Joint Conference
  APacCHRIE & EuroCHRIE
  Hong Kong, China - May 2019
• Restaurant service sabotage behaviors: Trends, challenges, and research
  Foodservice Systems Management Education Council 2019 Conference
  Savannah, GA - March 2019
• Can menu information about local food enhance customers’ trust in a restaurant? Investigating the mediating effect of corporate social responsibility
  24th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Houston, TX - January 2019
• How does online CSR message on social media affect brand equity? The role of social distance
  24th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Houston, TX - January 2019
• Can menu information about local food enhance customers' trust in a restaurant? Investigating the mediating effect of corporate social responsibility
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Houston, TX - January 2019
• How does online CSR message on social media affect brand equity? The role of social distance
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Houston, TX - January 2019
• How does autonomy in the class affect hospitality students’ self-esteem and occupational identity? The flow theory perspective
  4th Hospitality Teaching & Learning Conference
  Denton, TX - November 2018
• Understanding the value of culinary courses in hospitality and tourism curriculums: A collaborative Autoethnography
  4th Hospitality Teaching & Learning Conference
  Denton, TX - November 2018
• How does autonomy in the class affect hospitality students' self-esteem and occupational identity? The flow theory perspective
  Conference
  Hospitality Teaching & Learning Confrence
  Denton, TX - November 2018
• Understanding the value of culinary courses in hospitality and tourism curriculums: a collaborative Autoethnography
  Conference
  Hospitality Teaching & Learning Confrence
  Denton, TX - November 2018
• Exploring restaurant service sabotage behaviors in the U.S.
  16th Asia Pacific CHRIE Conference
  Guangzhou, China - June 2018
• The impact of menu information regarding local food on restaurant selection: Effects of corporate social responsibility, trust, and environmental consciousness
  16th Asia Pacific CHRIE Conference
  Guangzhou, China - June 2018
• Exploring restaurant service sabotage behaviors in the U.S.
  Conference
  Asia Pacific CHRIE
  Guangzhou, China - June 2018
• The impact of menu information regarding local food on restaurant selection: Effects of corporate social responsibility, trust, and environmental consciousness
  Conference
  Asia Pacific CHRIE
  Guangzhou, China - June 2018
• How to market craft breweries on social networking sites? A case study of Sierra Nevada’s Tweets
  2018 Kathleen Briggs Human Sciences Undergraduate Scholars Forum
  Stillwater, OK - May 2018
• The extension of Kano model by the concept of over-service
  20th International Conference on Hospitality Leadership and Hospitality Strategy
  Rome, Italy - May 2018
• The extension of Kano model by the concept of over-service
  International Conference
  Hospitality Leadership and Hospitality Strategy
  Rome, Italy - May 2018
• How to market craft breweries on social networking sites? A case study of Sierra Nevada's Tweets.
  Scholars Forum
  Kathleen Briggs Human Sciences Undergraduate Scholars Forum
  Stillwater, OK - May 2018
• How does CSR message on social media affect brand equity? The moderating effect of psychological and social distance
  23nd Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Fort Worth, TX - January 2018
• Antecedents and behaviors of service sabotage in Taiwan: The full-time foodservice employee's perspective
  23rd Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Fort Worth, TX - January 2018
• Antecedents and behaviors of service sabotage in Taiwan: The full-time foodservice employee's perspective
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Forth Worth, TX - January 2018
• How does CSR message on social media affect brand equity? The moderating effect of psychological and social distance
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Forth Worth, TX - January 2018
• How does service climate affect negative and positive outcomes of service encounters? The moderating effect of restaurant frontline employee's self-efficacy
  Conference
  Central Federation CHRIE
  Stillwater, OK - March 2017
• Exploring antecedents of over-service in the restaurant industry: A manager's perspective
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Houston, TX - January 2017
• Insights from consumer reviews: A combined methods approach for social media analytics in the hospitality industry
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Houston, TX - January 2017
• What attracts older adults when dining out? An application of the Kano model
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Houston, TX - January 2017
• Exploration of social media content related to dining experience of consumers with food allergies
  Annual Conference
  ICHRIE
  Dallas, TX - July 2016
• Effects of aging on older adults' dining behaviors: An Exploratory Study in the U.S.
  Conference
  Global Tourism and Hospitality
  Hong Kong, China - May 2016
• Big data analytics in hospitality research: An example of Chinese restaurant reviews from Yelp.com
  Conference
  Central Federation CHRIE
  Olathe, KS - April 2016
• Customer mistreatment and service sabotage: Assessing the mediating role of job stress and the moderating role of emotional intelligence
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Philadelphia, PA - January 2016
• Investigating dining experiences at Chinese restaurants using user-generated content and topic modeling
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Philadelphia, PA - January 2016
• The mistreated service saboteur: Plausible solutions in the restaurant context
  Poster Session
  Research and the State Graduate Student Poster Session
  Manhattan, KS - October 2015
• Factors affecting older adults' dining behaviors and preferences in the U.S.: An exploratory study
  Annual Conference
  Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
  Tampa, FL - January 2015