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The Oxford School of Hospitality Management
Oxford Brookes Business School
+44 (0) 1865 488681
This article explores the role of nineteenth century national newspapers and their readers in disseminating management innovations to the English hotel industry. In September 1853, many well-travelled, knowledgeable customers spontaneously wrote letters to The Times complaining about over-priced, uncomfortable English hotels compared to lower-priced, more comfortable European and North American hotels. The letters and editorials from The Times and other national newspapers campaigned for English hotels to adopt international hotel management innovations. The article suggests that this is an early example of pure diffusion in communicating innovations.
Although there is growing interest in affiliate marketing networking as a newly emerged electronic distribution channel, little empirical research has explored this topic. Similarly, despite being widely employed to analyse organisations' behaviour and responses to the turbulent environment, aspects of complexity theory like unintended consequences have yet to be researched in depth. This study bridges these gaps by investigating unintended consequences in the evolution of affiliate marketing networks within tourism distribution. The findings may also be applicable to other services industries, such as financial services, where the use of affiliate marketing is widespread. The results from in-depth interviews and qualitative content analysis suggest that unintended consequences are an important factor in shaping the evolution of affiliate practice, and should not be underestimated by practitioners. Additionally, the study suggests that unintended consequences can be a tool for indicating areas for improvements, and can help to explain the nature of emergent affiliate marketing challenges, which might potentially assist marketing managers in the successful formation of affiliate marketing networks.
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.