Staff Profile

David Bowie

Senior Lecturer in Hospitality

Oxford School of Hospitality Management

Location:  F119, Headington

Telephone:  +44 (0) 1865 483890

E-mail:  decbowie@brookes.ac.uk


 About David

David teaches hospitality and tourism marketing on the MSc programmes. He is the module leader for Marketing Across Cultures, Marketing Management Contemporary Issues and supervises Dissertation projects.

David supervises PhD students - theses include relationship marketing in hotels; customer satisfaction in travel (Taiwan); yield management and key account client relationships (UK); the tourism demonstration effect in Pattaya, Thailand; authenticity in place branding (South Africa); the semiotics of sustainable tourism marketing; affiliate marketing in tourism; Internet business models for travel and tourism; public relations strategy in hotel branding.

David has always worked in the industry. He managed a Best Western Hotel for 12 years, was a director of a privately owned hotel group and then worked in hotel marketing consultancy for 8 years. He has researched and written over 100 marketing business plans in the hospitality and leisure sector and was an active member of the Hospitality Marketing Association.

David graduated with an MBA (distinction) from Manchester Business School shortly before moving to Oxford Brookes in November 1995. His main research interest is branding and his current focus is on hotel brand history. His book, Hospitality Marketing (co-authored with Professor Francis Buttle) has been sold throughout the world.

 Research

David graduated with an MBA (distinction) from Manchester Business School shortly before moving to Oxford Brookes in November 1995. His main research interests include internal marketing, relationship marketing and marketing planning. He has used his extensive knowledge of industry to develop several hospitality marketing case studies.

 Journal articles

  • Mariussen, A., Daniele, R. and Bowie, D. (2010) 'Unintended consequences in the evolution of affiliate marketing networks: A complexity approach', Service Industries Journal, vol. 30, no. 10, pp. 1707-1722, January, ISSN 0264-2069.

  • Wang, X. L. and Bowie, D. (2009) 'Revenue management: the impact on business-to-business relationships', Journal of Services Marketing, vol. 23, no. 1, pp. 31-41, January, ISSN 0887-6045.

  • Mariussen-Umushkina, A., Daniele, R. and Bowie, D. (2009) 'The role of unintended consequences in the evolution of affiliate marketing networks: A complexity approach', Service Industries Journal, vol. 30, no. 9, pp. 1707-1722, January, ISSN 0264-2069.

  • Bowie, D., Osman, H. and Hemmington, N. (2008) 'A transactional approach to customer loyalty in the hotel industry', International Journal of Contemporary Hospitality Management, vol. 21, no. 03, pp. 239-250, September, ISSN 0959-6119.

  • Bowie, D. and Chang, J. C. (2005) 'Tourist satisfaction: a view from a mixed international guided package tour', Journal of Vacation Marketing, vol. 11, no. 4, pp. 303-322, September, ISSN 1356-7667.

  • Dooley, G. and Bowie, D. (2005) 'Place brand architecture: Strategic management of brand portfolio', Place Branding, vol. 1, no. 4, pp. pages, January, ISSN 1744-0696.

  •  Other publications including books, book chapters and reports

  • Bowie, D. and Buttle, F. (2011) 'Hospitality Marketing: Principles and Practice, second edition', , Butterworth-Heinemann: Ocford, .

  • Bowie, D. (2009) 'Brand essentials – why brands are so important in hotel marketing', in Carvell, P., ed. ', , Latest Thinking in Marketing Hotels: Addressing the unique challenges of marketing hotels, pp. , Henry Stewart Talks Ltd: : London, .

  • Bowie, D. and Buttle, F. (2004) 'Hospitality Marketing - an Introduction', , Butterworth-Heinemann: Oxford, ISBN 0-7506-5245-4.

  •  Conferences

  • Bowie, D. (2012) 'D’Oyly Carte and the origins of the Savoy Hotel, Association of Business Historians'. Paper presented at the 20th Annual Conference of the Association of Business Historians at Aston Business School, Birmingham, July.

  • Mariussen, A., Bowie, D. and Paraskevas, A. (2012) 'Affiliate Marketing Optimisation in Hospitality and Tourism: A Multiple Stakeholder Perspective'. Paper presented at the 2nd Advances in Hospitality and Tourism Marketing and Management Conference, Corfu, May.

  • Mariussen, A., Bowie, D. and Paraskevas, A. (2012) 'Affiliate Marketing Performance Measurement in Tourism'. Paper presented at the TTRA Europe 2012 "Performance Measurement and Management in Tourism"., Bilbao, April.

  • Bowie, D. (2006) 'Product brands or corporate brand: the challenge for international hotel companies'. Paper presented at the Academy of Marketing SIG Conference, Manchester, January.

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