Dean of William F. Harrah College of Hotel Adminis
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Dr. Shoemaker is the Dean of The College of Hotel Administration at the University of Nevada, Las Vegas. Courses currently taught include revenue management, strategy, basic statistics, consumer behavior, research methods, multivariate statistics, and services marketing.
Dr. Shoemaker is a member of the Executive Education faculty at the Cornell University School of Hotel Administration. Dr. Shoemaker teaches Strategic Pricing for Hotels: Leveraging Consumer and Marketing Knowledge to Enhance Revenue, Customer Relationship Management and Frequency Marketing, Strategic Marketing for Hotels and Restaurants, and Customer Attitudes and Behaviors: Understanding Your Market. His research interests include the antecedents and consequences of consumer loyalty, loyalty programs, and strategic pricing and revenue management. He holds a PhD from the Cornell University School of Hotel Administration.
Prior to moving to the University of Nevada, Las Vegas, Dr. Shoemaker was the Donald Hubbs Distinguished Professor at the University of Houston’s Conrad Hilton College of Hotel and Restaurant Management.
Dr. Shoemaker is an adjunct faculty member at University of Texas MD Anderson Cancer Center where he is using his knowledge of hospitality operations to improve patient satisfaction.
Dr. Shoemaker’s research has won numerous awards, and has appeared in the Journal of Revenue and Pricing Management, Journal of Travel Research, Cornell Hotel and Restaurant Quarterly, International Journal of Hospitality Management, International Gaming and Wagering Business, Journal of Restaurant and Foodservice Marketing, and Harvard Business School Case Study. He has also published two textbooks on hospitality marketing. One is titled Marketing Leadership in Hospitality and Tourism: Strategies and Tactics for a Competitive Advantage (co-authors: Robert Lewis and Peter Yesawich) and the second is Marketing Essentials in Hospitality and Tourism: Foundations and Practices
(co-author Margaret Shaw). Both books are published by Prentice Hall. He is currently working on a third textbook for Prentice Hall with a working title of Pricing and Revenue Management in the Service Industry.