Dr. Oliver Cruz-Milan


Ph.D. Marketing: University of Texas Rio Grande Valley, 2016
MS Tourism Marketing, Universidad La Salle-Cancún, 2009
BA Hotel and Restaurant Management, University of Houston, 2002

Joined the faculty in 2017

  • Research Interests: Marketing, Consumer Behavior, Branding, Services, Tourism Marketing
  • Teaching Interests: Introduction to Marketing, Consumer Behavior, Integrated Marketing Communications, Brand Management, Services Marketing, Hispanic Marketing


Dr. Cruz-Milán earned a Ph.D. in Business Administration with concentration in Marketing from the University of Texas Rio Grande Valley, a MS in Tourism Marketing from Universidad La Salle in Cancún, and a BS in Hotel and Restaurant Management from the University of Houston. He has teaching experience at undergraduate and graduate levels in universities of the United States (West Virginia State University, University of Texas – Pan American) and Mexico (Universidad del Caribe, Universidad Autónoma de Tamaulipas, Tecnológico de Monterrey at Querétaro).  Before working as full-time faculty in academia, Dr. Cruz-Milán gained industry experience in various service and marketing-related capacities in the United States and Mexico. He is member of the Sistema Nacional de Investigadores (SNI-1) in Mexico.

Selected Publications

  • Plog’s Model of Personality-Based Psychographic Traits in Tourism: A Review of Empirical Research, Tourism Planning and Destination Marketing (2018)
  • Plog's Model of Typologies of Tourists, The SAGE International Encyclopedia of Travel & Tourism (2017)
  • Reassurance or Reason for Concern: Security Forces as a Crisis Management Strategy (with J. Simpson, P. Simpson, W. Choi), Tourism Management (2016)
  • Attitude Towards Immigrants and Security: Effects on Destination-loyal Tourists (with J. Simpson, P. Simpson), Tourism Management (2016)
  • Perceived Crime and Violence: Effects on Winter Migrants (with P. Simpson, J. Gressel), Journal of Travel Research (2014)


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