Carson College of Business Faculty Directory

Carson College Directory

Byron Marlowe

Clinical Assistant Professor
Hospitality Business Management


Phone: (509) 372-7436
Office: WEST 207H


  • PhD (Iowa State University)
  • MBA (Colorado Technical University)
  • BS (Northern Arizona University)

Byron Marlowe

Byron Marlowe, Ph.D. received his Doctorate in Philosophy with a concentration in Hospitality Management from Iowa State University. Byron coordinates Washington State University's Wine Beverage Business Management program and is faculty in the Carson College of Business, School of Hospitality Business Management. Byron is an International Business Fellow in the Carson College of Business and holds several international visiting lecturer/professor positions at University of Applied Sciences, Hochschule Harz, Germany, Institut Paul Bocuse, France & China, and Castello Sonnino Field Study, Italy for his expertise in International Business. Byron’s teaching background is from Southern Oregon University where he was previously Sr. Instructor and Hospitality and Tourism Coordinator in their School of Business and Le Cordon Bleu where he was the Lead Instructor in the Culinary Management program. Byron is developing his academic literature around the hospitality and tourism discipline as a researcher with multiple peer-reviewed academic contributions to the science.

Research Interests

culinary tourism
entrepreneurial identity
food and wine
gaming and product pricing
hospitality and tourism marketing
pricing and revenue management
sales strategy
service management and consumer behavior in the hospitality industry
time series
tourism economics/tourism market analysis
tourism experience design
wine business strategies

Teaching Interests

beverage management
food and beverage cost controls
food and beverage management
food and beverage strategies
hospitality operational analysis
international marketing
introduction to hospitality
introduction to management
sales management

Journal Articles

  • W. Lee, W. Gartner, H. Song, B. Marlowe, J. Choi, B. Jamiyansuren Effect of Extrinsic Cues on Willingness to pay of Wine: Evidence from Hong Kong Blind Tasting Experiment British Food Journal, 2018
  • B Marlowe, E Brown, T Schrier, T Zheng Beverage Bloggers: A developing relationship between wine blogger expertise and Twitter followers. International Journal of Hospitality Beverage Management, 2017
  • B Marlowe, E Brown, T Zheng Winery Tasting Room Employee Training: Putting Wine First in Oregon. Journal of Quality Assurance in Hospitality & Tourism, 2016

    Books/Book Chapters

    • Book Chapter Robert Harrington, Y Liu, Rhonda Hammond, Anders Herdenstam, Byron Marlowe International Hospitality Development: Training to enhance understanding of ‘the art of hospitality’ business model.
    • Book Chapter Robert Harrington, Michael Ottenbacher, Byron Marlowe Malaysian Gastronomic Tourism - Its Importance, Satisfiers, Dis-Satisfiers and Delighters
    • Book Chapter R. Harrington, M. Ottenbacher, B. Marlowe Wine and Gastronomic Tourism in South Africa: Implications for New World Regions.
    • Book Chapter B Marlowe, A Burke, Non-government Organizations' Mountain Management: A Sustainable Support Model for Southern Oregon's Mountain Destinations.


      • B. Marlowe, B. Marlowe The Art of Hospitality
      • B. Marlowe, B. Marlowe The Power of Cabernet Sauvignon - An exploration of Oregon & Washington Terroir
      • Byron Marlowe Non-Government Organizations’ Mountain Management: A Sustainable Support Model for Southern Oregon’s Mountain Destinations.
      • Byron Marlowe Oregon Wine University: Cold and Hardy vs. Vitis Vinifera
      • Byron Marlowe Organic Opinion Leaders: Wine Bloggers Credentials and Wine Destination Recommendations.
      • Byron Marlowe Weather and Wine Tourism
      • Byron Marlowe Perception of Place: Southern Oregon Wine Country

        Conference Proceedings

        • Jessica Murray, Soobin Seo, Byron Marlowe Impact of Multiple Food Crises on Restaurant Firm Value: A Case Study of Chipotle Mexican Food
        • Byron Marlowe, Axel Dreyer, Juliane Ratz Wine tastings in the context of cellar door sales – Characteristic tasting offers and price policy as compared to international standard Proceedings at American Association of Wine Economists
        • B. Marlowe, T. Zheng, T. Schrier, A. Aizezikali, V. Pimentel Casino Capacity Management: Gaming impact during economic downturns in non-destination gaming states Proceedings at Greater Western Travel and Tourism Association Annual Symposium, 2017
        • B. Marlowe, R. Hammond Environment around the 4E’s: An experience economy investigation into the esthetics of weather and wine tourism
        • B. Marlowe An investigation into wine tourist attitudes and behaviors towards wine club membership
        • H. Song, W. Gartner, B. Marlowe Does subjective information affect consumers’ willingness to pay for Wines? – An experiment
        • B. Marlowe Organic Oregon: Emerging experiences in terroir tourism
        • B. Marlowe Terroir Tourism: A Wine Perspective
        • B. Marlowe To Tweet or Re-Tweet: Consumer Motivations To Follow Opinion Leaders
        • B. Marlowe Perception of Place: Southern Oregon Wine Country
        • B. Marlowe Wine Tourism Marketing: A New Menu of Bloggers: Their Credentials and Recommendations


          • Byron Marlowe The Economic and Social Impact of the Gaming Industry During Economic Downturns. Dissertation Iowa State University.