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Oklahoma State University

Willie Tao

Willie Tao

Assistant Professor

389 Human Sciences
Stillwater, OK 74078
Phone: 405-744-6299

willie.tao@okstate.edu

Education

Degree Institution Area of Study
Ph.D. Kansas State University Hospitality Management
M.S. National Kaohsiung University of Hospitality and Tourism Hospitality Management 
M.A. Manchester Metropolitan University International Hospitality Management 
B.A. National Taiwan University Political Science

Expertise

My research focuses on foodservice management in three specific areas: Restaurant frontline employee’s service sabotage behaviors, older adults’ dining behaviors, and the application of big data in food and beverage management research.

Publications

Li, X., Tao, C., Chae, B., Wen, H., & Kwon, J. Dining experiences of Chinese restaurant customers: Exploration of user-generated content through topic modeling. Journal of Hospitality and Tourism Technology. (Special issue on Big Data in Tourism; abstract accepted)

Presentations

Tao, C., Jang, J., & Kwon, J. (2017, March). How does service climate affect negative and positive outcomes of service encounters? The moderating effect of restaurant frontline employee’s self-efficacy. Paper presented at the Central Federation CHRIE Conference, Stillwater, OK.

Tao, C., Li, X., Wen, H., & Kwon, J. (2017, January). What attracts older adults when dining out? An application of the Kano model. Paper presented at the 22nd Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.

Li, X., Tao, C., Wen, H., & Kwon, J. (2017, January). Insights from consumer reviews: A combined methods approach for social media analytics in the hospitality industry. Paper presented at the 22nd Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.

Tao, C., Li, X., & Kwon, J. (2016, May). Effects of aging on older adults’ dining behaviors: An Exploratory Study in the U.S. Paper presented at the 2nd Global Tourism and Hospitality Conference, Hong Kong, China.

Li, X., Tao, C., Chae, B. K., Wen, H., & Kwon, J. (2016, April). Big data analytics in hospitality research: An example of Chinese restaurant reviews from Yelp.com. Paper presented at the Central Federation CHRIE Conference, Olathe, KS.

Tao, C., Jang, J., & Kwon, J. (2016, January). Customer mistreatment and service sabotage: Assessing the mediating role of job stress and the moderating role of emotional intelligence. Paper presented at the 21st Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Philadelphia, PA.

Li, X., Tao, C., Chae, B., Wen, H., & Kwon, J. (2016, January). Investigating dining experiences at Chinese restaurants using user-generated content and topic modeling. Paper presented at the 21st Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Philadelphia, PA. [Best Paper Award]

Sun, L., Tao, C., Cheng, Y., & Chiu, Y. (2014, July). The development of restaurant service sabotage behavior scale. Paper presented at the 2014 Annual ICHRIE Conference, San Diego, CA.

Sun, L., Peng, Y., & Tao, C. (2014, May). The development of an instrument for measuring over-service behaviors in restaurants. Paper presented at the 12th Asia Pacific CHRIE Conference, Kuala Lumpur, Malaysia.

Tao, C., Rogers, D., & Sun, L. (2013, January). The impact of brand personality and self-congruity on brand loyalty of quick service restaurant customers: A study of Facebook fan page users. Paper presented at the Tourism, Leisure, and Hospitality Research Symposium of the Chinese Tourism Management Association, Chiayi, Taiwan.

Sun, L., Cheng, Y., & Tao, C. (2011, July). The construction of service blueprint for Chinese restaurants. Paper presented at the Cross-Strait Conference of Travel and Tourism Research, Kaohsiung, Taiwan.

Tao, C., Chiu, Y., Sun, L., & Kwon, J. (2017, January). Exploring antecedents of over-service in the restaurant industry: A manager’s perspective. Poster presented at the 22nd Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.

Wen, H., Tao, C., Chae, B., Li, X., & Kwon, J. (2016, July). Exploration of social media content related to dining experience of consumers with food allergies. Poster presented at the 2016 Annual ICHRIE Conference, Dallas, TX.

Tao, C., Jang, J., & Kwon, J. (2015, October). The mistreated service saboteur: Plausible solutions in the restaurant context. Poster presented at the 2015 Research and the State Graduate Student Poster Session, Manhattan, KS.

Tao, C. and Kwon, J. (2015, January). Factors affecting older adults’ dining behaviors and preferences in the U.S.: An exploratory study. Poster presented at the 20th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Tampa, FL.

Courses Taught

Beverage Management and Controls
Principles of Food Production Management
Environmental Issues in Hospitality
Food and Beverage Management

Awards & Recognitions

Best Paper Award, The 21st Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, 2016

Grants

Tao, C. & Kwon, J. Restaurant service sabotage scale development using Item Response Theory. The Foodservice Systems Management Education Council Research Grants, 2016 – 2017. $2,000 (Funded).

Tao, C. Restaurant service sabotage: Establishing evidence for scale validity. Small Grant Program for KSU Graduate Students in Arts, Humanities, and Social Sciences, 2016 – 2017. $1,000 (Funded).

Tao, C. Development of restaurant service sabotage scale. KSU College of Human Ecology Doctoral Dissertation Research Awards, 2016 – 2017. $1,000 (Funded).

Tao, C., Li, X., Park, E., Doll, G., & Kwon, J. Exploring factors leading to customer delight in food and beverage services at continuing care retirement community (CCRC): An application of Kano model. The Peine Excellence for Aging Initiative Funds, 2016 – 2017. $ 4,998 (Funded).

Tao, C. & Kwon, J. Improving the elder’s dining experience: Factors affecting older adults’ dining behaviors and preferences in the U.S. The Peine Excellence for Aging Initiative Funds, 2015 – 2016. $ 5,776 (Funded).

Certificates

ServSafe® Food Protection Manager, National Restaurant Association Competent Communicator, Toastmasters International