Dr. Oliver Cruz-Milan

Education

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

Joined the faculty in 2017

  • Research Interests:  Marketing, Consumer Research, Branding, Tourism and Hospitality Marketing
  • Teaching Interests: Principles of Marketing, Integrated Marketing Communications, International Marketing, Consumer Behavior, Brand Management, Services Marketing, Hispanic Marketing

Biography 

Dr. Cruz-Milán earned a Ph.D. in Business Administration with concentration in Marketing from the University of Texas Rio Grande Valley, a M.S. in Tourism Marketing from Universidad La Salle in Cancún, and a B.S. in Hotel and Restaurant Management from the University of Houston. He has teaching experience as full-time and visiting professor at undergraduate and graduate levels in the United States (West Virginia State University, University of Texas – Pan American) and Mexico (Universidad del Caribe, Universidad Autónoma de Tamaulipas, Tecnológico de Monterrey in Querétaro).  Before working in academia, Dr. Cruz-Milán gained industry experience in various marketing-related capacities, which sparked his research interests on marketing and consumer behavior in services and tourism settings. He serves on the Editorial Boards of the Journal of Relationship Marketing, the Journal of Destination Marketing & Management, and is member of the Sistema Nacional de Investigadores (SNI-1) in Mexico.

Selected Publications

  • Cruz-Milán, O. (2024). A Review of Empirical Research on Plog's Psychographics in Tourism. In Mark A. Camilleri (Ed.), Tourism Planning and Destination Marketing, 2nd Edition (pp. 1-32). Leeds, UK: Emerald.

  • Cruz-Milán, O. & Castillo-Ortiz, I. (2023). Destination Brand Personality Self-congruity and Crime Perceptions: Effects on Travel Intentions, Journal of Destination Marketing & Management, Vol. 28, 100781.

  • Cruz-Milán, O. (2023). Assessing the Role of Venturesomeness in a Destination Consumer-Based Brand Equity Model. Journal of Hospitality and Tourism Insights, Vol. 6 (1), pp. 324-343. 

  • Cruz-Milán, O. (2022). Hotels’ Marketing Mix Responses at Insecurity-stricken Destinations:  A Study in the U.S.-Mexico Border. International Hospitality Review, Vol. 36 (1), pp. 131-155.

  • Cruz-Milán, O., & Avsar, V. (2021). Evaluating the Effects of an Online Marketing Program: The Case of Mexico’s National Tourism Promotion Board, Journal of Global Scholars of Marketing Science, Vol. 31 (4), pp. 645-662.

  • Cruz-Milán, O., Simpson, J. J., Simpson, P. M., & Choi, W. (2016). Reassurance or Reason for Concern: Security Forces as a Crisis Management Strategy, Tourism Management, Vol. 56 (October), pp. 114-125.

  • Simpson, P., Cruz-Milán, O., & Gressel, J. W. (2014). Perceived Crime and Violence: Effects on Winter Migrants. Journal of Travel Research, Vol. 53 (5) (Sept.), pp. 597-609.

 

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