Education

Ph.D., Hospitality Administration, University of Houston
MBA, Marketing, University of North Carolina at Charlotte
B.S., Hospitality and Tourism Management, Purdue University

Background

Cortney Norris brings a rare blend of academic expertise and high-level industry experience to her role as assistant professor in the School of Hospitality and Tourism Management. A leading voice in beverage education and service operations, Norris most recently served as director of the Wayne Hirst Center for Beverage Education at Oklahoma State University, where she taught courses in mixology, distilled spirits, beer, and beverage business management.

Prior to entering academia, Norris held senior leadership roles in Las Vegas’ vibrant hospitality industry. Her career included serving as director of beverage operations at major properties like Excalibur Hotel and Casino, Bally’s, and Paris Las Vegas, where she oversaw multimillion dollar operations, managed large teams and led profitability and training initiatives. Her operational leadership extended to new restaurant launches and curated events, demonstrating her deep understanding of customer experience and service design.

Norris' research explores the intersection of beverage management, consumer behavior, and sustainability. Her work has been published in leading journals such as the International Journal of Hospitality Management, Journal of Consumer Marketing, and Beverages. Her studies on tipping behavior, beverage branding and packaging innovation have been widely cited and featured in media outlets including Yahoo Finance, WalletHub and Wisconsin Public Radio.

A dynamic presenter and collaborator, Norris frequently delivers industry seminars on leadership, theft prevention, and inclusive beverage operations. She also remains actively engaged in hospitality education service and graduate mentorship. She holds a Ph.D. in hospitality administration from the University of Houston, an MBA in marketing from the University of North Carolina at Charlotte, and a bachelor’s degree in hospitality and tourism management from Purdue University.

Honors / Awards

• Court of Master Sommeliers – Introductory Sommelier Certified (2012)
• SGWS Academy of Fine Service and Spirits (2007)

Research Interests

• Food and beverage operations and management
• Consumer behavior in food and beverage operations
• Marketing and branding of distilled spirits, beer, and wine
• Sustainability and innovation in alcohol beverage production and sales

Teaching

• HTMT 275 – Introduction to Beverage Management
• HTMT 344 – Human Resources Management in Hospitality, Retail, and Sport Management

Professional Affiliations

• Reviewer, Journal of Hospitality and Tourism Research
• Reviewer, Journal of Foodservice Business Research
• Reviewer, International Journal of Contemporary Hospitality Management
• Reviewer, International Journal of Hospitality Beverage Management
• Member, ICHRIE

Publications

Norris, C. L., Taylor Jr., S., & Taylor, D. C. (2024). The evolution and impact of distilled spirits regulation in the United States: Considerations for policymakers and academia. Beverages, 10(3), 92. https://doi.org/10.3390/beverages10030092
Norris, C. L., Orlowski, M., & Taylor Jr., S. (2024). Hold my beer! Consumer perceptions of innovative and sustainable secondary packaging. International Journal of Wine Business Research, 36(2), 230-247. http://doi.org/10.1108/IJWBR-07-2023-0042
Norris, C. L., Taylor, D. C., Taylor Jr., S., & Snipes, M. (2023). Is tipping just a game? Applying game theory to restaurant tipping behavior. International Journal of Hospitality Management, 114. https://doi.org/10.1016/j.ijhm.2023.103585
Taylor, D. C., Norris, C. L., & Taylor Jr., S. (2023). The museum restaurant as a destination: The influence of wine. Journal of Foodservice Business Research, 28(1), 163-181. https://doi.org/10.1080/15378020.2023.2227257
Taylor Jr., S., Taylor, D. C., & Norris, C. L. (2023). Competition in the beer industry: From pipe dream to reality. Cornell Hospitality Quarterly, 65(1), 59-67. https://doi.org/10.1177/19389655231182087
Taylor, D. C., Norris, C. L., Barber, N., & Taylor Jr., S. (2023). Do wine flaws really matter to consumers’ intention to purchase wine – an online study. Beverages, 9(2), 35. https://doi.org/10.3390/beverages9020035
Taylor Jr., S., Whalen, E., & Norris, C. L. (2023). Exploring consumer's perceptions of no and low-alcohol craft beer. Journal of Consumer Marketing, 40(6), 625-638.
Norris, C. L., Taylor Jr., S., & Taylor, D.C. (2023). Just the tip: Exploring the tipped restaurant employee perspective. International Hospitality Review, 38(2), 221-238. https://doi.org/10.1108/IHR-02-2023-0011
Norris, C. L., Taylor Jr., S., & Taylor, D.C. (2022). The rise of craft distilleries and their consumer segments. International Journal of Hospitality and Tourism Administration, 23(6), 1174-1191. https://doi.org/10.1080/15256480.2021.1981187
Norris, C. L., Russen, M., & Taylor Jr., S. (2022). Expanding the experiential value scale to predict restaurant dining intent. Journal of Hospitality & Tourism Insights, 6(2), 613-631. https://doi.org/10.1108/JHTI-09-2021-0252
Norris, C. L., Taylor, D.C., & Taylor Jr., S. (2022). What is rogue marketing? An exploration of how hard seltzers sparked a social media phenomenon. International Journal of Wine Business Research, 34(3), 329-348. https://doi.org/10.1108/IJWBR-02-2021-0008
Levitt, J., Taylor Jr., S., & Norris, C. L. (2021). Do local craft beverages taste better? An investigation into the halo effect. Journal of Foodservice Business Research, 26(1), 19-41. https://doi.org/10.1080/15378020.2021.1985366
Norris, C. L., Taylor Jr., S., & Taylor, D. C. (2021). Pivot! How the restaurant industry adapted during COVID-19. International Hospitality Review, 35(2), 132-155. https://doi.org/10.1108/IHR-09-2020-0052
Norris, C. L., Swayne, L. E., Taylor Jr., S., & Taylor, D.C. (2021). Isn't it iconic? Brand iconicity and distilled spirits: An exploratory study. Journal of Foodservice Business Research, 24(1), 19-41. https://doi.org/10.1080/15378020.2020.1814086