Editorial Board   Guest Author

Mr. Bowen

John T. Bowen

Dean & Barron Hilton Distinguished Chair at the Conrad N. Hilton College, University of Houston

John Bowen is Dean of the Conrad N. Hilton College of Hotel and Restaurant Management. He has presented marketing courses and seminars in Asia, Australia, Central America, Europe, Mexico and South America, and has published over 100 articles on marketing. He is also the North American Research Director for World Wide Hospitality Trends. Dr. Bowen is a coauthor of Marketing for Hospitality and Tourism, the leading hospitality marketing textbook in the world. Currently, it is published in nine languages. He is also the coauthor of Restaurant Marketing for Owners and Managers. A recipient of numerous awards for both his teaching and research, Dr. Bowen is a three-time recipient of CHRIE's Wiley Research Award, formerly the Van Nostrand Reinhold Research Award, which recognizes lifetime research achievements in the hospitality field. His research focus is on customer service, customer loyalty and electronic distributing systems for service industries. Dean Bowen's industry experience is in the area of food and beverage. He has worked in hotels, freestanding restaurants and as the corporate food and beverage manager of a hotel management company. For 15 years, he owned and operated Theodore Zinck's in downtown Dallas. A dedicated educator, Dr. Bowen started his teaching career in 1978 at Del Mar College's Restaurant Management Program. He was an assistant professor at the Hilton College from 1980 to 1990. In 1990, he left to teach at Bond University in Australia and returned to the United States in 1993 to take a position at the University of Nevada, Las Vegas. He returned to the Hilton College as Dean in 2003. Expertise & Research Interests • Customer Satisfaction • Customer Loyalty • New Product Development • Casino Player Behavior Selected Publications - Kotler, P., Bowen, J. & Makens, J. (2006). Marketing for Hospitality and Tourism (4th ed.). Upper Saddle River, N. J.: Prentice Hall. Published in eight languages. - Shock, P. Bowen, J. & Stefanelli, J. (2004). Restaurant Marketing for Owners and Managers. New York: John Wiley and Sons. Published in three languages. - Mayer, K. Bowen, J. & Moulton, M. (2003). A Proposed Model of Service Descriptors, The Journal of Services Marketing, 17(6), 621-639. - Sparks, B., Bowen, J. & Klag, S. (2003). Restaurants and the Tourist Market. International Journal of Contemporary Hospitality Management, 15(1), 6-13. - Bowen, J. & Ford, R. (2002). Does Having a Thing Make a Difference? Journal of Management, 28(3), 447-469. - Lucas, A. & Bowen, J. (2002). An Analysis of Slot Promotions. International Journal of Hospitality Management, 21(2), 189-202. Received the W. Bradford Wiley Research Award for Superior Research in Hospitality and Tourism. - Su, W. & Bowen, J. (2001). Restaurant Customer Complaint Behavior. Journal of Restaurant and Foodservice Marketing, 4(2), 35-65. - Bowen, J. & Shaing-Lih C. (2001). The Relationship Between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 13-17. Awarded Best Article for 2001. - Nelson, K. & Bowen, J. (2000). Employee uniforms: Their impact on customer and employee satisfaction. Cornell Hotel and Restaurant Quarterly, 41(2), 86-95. - Bowen, J., & Shoemaker, S. (2003). Loyalty: A Strategic Commitment. Cornell Hotel & Restaurant Administration Quarterly, 44(5/6), 31-46. Awarded the W. Bradford Wiley Research Award for Superior Research in Hospitality and Tourism. - Makens, J. & Bowen, J. (1996). Increasing Profits Through Product Merchandising. The Cornell Hotel and Restaurant Quarterly, 37(1), 72-79.

Mr. Bowen can be contacted at 713-743-0209 or jtbowen@Central.UH.EDU

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.