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Oklahoma State University

WILLIE TAO

WILLIE TAO

School of Hospitality and Tourism Management
Assistant Professor

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

  • 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.
  • S.-W. Huang, Chen-Wei Tao, W. Huang, and J. Liu. "Chinese Soul Food: The Worldwide Spread of Hakka Cuisine.". Taipei: SMC Publishing Inc. (Forthcoming).
  • L. L. Anusasananan, S.-W. Huang, Chen-Wei Tao, W. Huang, and J. Liu. "The Hakka Cookbook: Chinese Soul Food from Around the World (Trans.)". Taipei: SMC Publishing Inc. (Forthcoming).
  • 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 Elisaveta 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

  • 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

Editorial and Review Activities

  • Journal of Hospitality and Tourism Management
    Ad Hoc Reviewer
    August 2022 - December 2023
  • International Journal of Contemporary Hospitality Management
    Ad Hoc Reviewer
    January 2022 - December 2023
  • Journal of Hospitality and Tourism Research
    Ad Hoc Reviewer
    January 2022 - December 2023
  • Marketing and Management of Innovations
    Invited Manuscript Reviewer
    September 2022 - December 2022
  • Ad Hoc Reviewer
    October 2016 - October 2022
  • International Journal of Hospitality Management
    Ad Hoc Reviewer
    April 2022 - May 2022
  • Annals of Tourism Research
    Ad Hoc Reviewer
    December 2021 - January 2022
  • International Journal of Hospitality Management
    Ad Hoc Reviewer
    February 2021 - November 2021
  • International Journal of Contemporary Hospitality Management
    Ad Hoc Reviewer
    January 2021 - November 2021
  • Journal of Hospitality and Tourism Research
    Ad Hoc Reviewer
    August 2021 - September 2021
  • Annals of Tourism Research
    Ad Hoc Reviewer
    June 2021 - July 2021
  • Ad Hoc Reviewer
    March 2021 - April 2021
  • International Journal of Hospitality Management
    Ad Hoc Reviewer
    June 2020 - October 2020
  • International Journal of Contemporary Hospitality Management
    Ad Hoc Reviewer
    July 2020 - September 2020
  • Journal of Hospitality and Tourism Management
    Ad Hoc Reviewer
    January 2020 - September 2020
  • Journal of Knowledge Management
    Ad Hoc Reviewer
    May 2020 - July 2020
  • Cornell Hospitality Quarterly
    Ad Hoc Reviewer
    March 2020 - May 2020
  • Tourism and Hospitality Research (THR)
    Ad Hoc Reviewer
    March 2020 - May 2020
  • Ad Hoc Reviewer
    February 2020 - March 2020
  • Ad Hoc Reviewer
    April 2019 - May 2019
  • Journal of Knowledge Management
    Ad Hoc Reviewer
    January 2019 - February 2019
  • Ad Hoc Reviewer
    February 2018 - March 2018
  • Ad Hoc Reviewer
    September 2017 - October 2017
  • International Journal of Hospitality Management
    Ad Hoc Reviewer
    September 2016 - October 2016

Awards and Honors

  • 2023 Annual International CHRIE Summer Global Conference Best Paper Award (2023)
  • Dr. Lea R. Dopson Eta Sigma Delta Chapter of Distinction Award (2023)
  • Best Conference Poster Award Finalist (2022)
  • Spears School of Business Engagement with Practice Award (2021)
  • ICHRIE McCool Breakthrough Award (2021)
  • Best Conference Paper Award Finalist (2019)
  • The 4th Hospitality Teaching & Learning Conference Best Conference Paper Award (2018)
  • The 21st Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism Best Conference Paper Award (2016)

Contracts, Grants, and Sponsored Research

  • The Hakka Cookbook: Food, culture, and identity
    Taiwan Hakka Culture Development Center, Hakka Affairs Council and SMC Publishing Inc.
    2022 - 2023
  • The role of physical aspects for the use of service robots
    The Harrisburg Presidential Research Grant
    January 2022 - December 2022
  • Authentic dining experience in a peer-to-peer meal-sharing context: Conceptualization and scale development
    Foodservice Systems Management Education Council
    October 2019 - July 2020
  • A tourism study of the City of Stillwater, OK: Baseline tourism data and visitor profile
    City of Stillwater, OK
    October 2018 - June 2019

Academic, Military, and Professional Positions

  • Oklahoma State University, Assistant Professor, August 2017
  • Kansas State University, Graduate Research Assistant, January 2014 - May 2017
  • KRO Bars and Restaurants; Manchester, UK, Social Media Consultant, 2012 - 2012
  • Grand Hyatt Hotel; Taipei, Taiwan, Room Division Trainee, 2011 - 2011
  • National Kaohsiung University of Hospitality and Tourism, Graduate Research Assistant, August 2010 - December 2011
  • NUUO, Inc.; Taipei, Taiwan, Sales and Marketing Manager, 2008 - 2009
  • Taiwan Army, Second Lieutenant, 2007 - 2008

Courses Taught

  • HTM 1113 (33 Semesters)
  • HTM 5503 (4 Semesters)
  • HTM 5000 (3 Semesters)
  • HTM 6000 (11 Semesters)
  • HTM 5870 (3 Semesters)
  • HTM 4263 (4 Semesters)
  • HTM 2021 (2 Semesters)