COB Faculty Works
Permanent URI for this collectionhttps://hdl.handle.net/1969.6/87079
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Browsing COB Faculty Works by Author "Cruz-Milan, Oliver"
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Item Effects of COVID-19 on variations of taxpayers in tourism-reliant regions: The case of the Mexican Caribbean(2021-12-02) Cruz-Milan, Oliver; Lagunas-Puls, SergioGiven the tourism industry’s risk and vulnerability to pandemics and the need to better understand the impacts on tourism destinations, this research assesses the effect of the COVID-19 outbreak on the variation of taxpayer units in the Mexican Caribbean region, which includes some of the major sun-and-sand beach destinations in Latin America. Using monthly data of registered taxpayer entities at the state and national levels as the analysis variable, probability distributions and definite integrals are employed to determine variations of the year following the lockdown, compared with previous years’ data. Results indicate that despite the government’s measures to restrict businesses’ operations and a reduction in tourism activities, registered taxpayers at the regional level did not decrease for most of 2020. Further, as business activities and tourism recovered, taxpayer units increased at the end of 2020 and beginning of 2021. Surprisingly, such a pattern was not observed at the national level, which yielded no statistically significant variations. A discussion of factors influencing the resilience of the tourism region in the study (e.g., outbound markets’ geographic proximity, absence of travel restrictions, closure of competing destinations) and implications for public finances are presented.Item Hotels' marketing mix responses at insecurity-stricken destinations: a study in the US–Mexico border(2022-06-14) Cruz-Milan, OliverPurpose – The purpose of this paper is to investigate specific marketing mix activities and influencing factors in hotels coping with falling room demand derived from drug cartel-related risk and insecurity. Design/methodology/approach – A case study research was carried out using semistructured interviews with key informants (hotel managers) in two neighboring destinations at the US–Mexico border, an area where criminal organizations’ drug trafficking-related violence has impacted the hospitality industry. Findings – The research identifies factors that are internal (market segment diversification, type of ownership, magnitude of investments) and external (tourism promotion organizations, media coverage, tourist flow volume) to the firms as they affect their marketing mix implementation. Research limitations/implications – The research developed a framework to better understand the use of marketing mix practices and influencing factors in criminal insecurity contexts, which could be further studied in other risk and conflict scenarios. Practical implications – The pricing and communication tactics are employed more intensively, while product-service and distribution channel actions are used to a lesser extent. Greater emphasis should be placed on product-service, distribution and market segment diversification. Social implications – Considering the positive impacts that tourism and hospitality businesses have on local communities, it is recommended that the hotel sector works together with government and industry associations to improve the safety and security at tourism destinations. Originality/value – The research extends the extant knowledge in hospitality crisis management by investigating the full marketing mix tactics in hotels at destinations stricken by cartel-related organized crime, an understudied context in the literature.Item Loyalty in the time COVID-19: A review of the literature in tourism destination settings(2023-02-15) Cruz-Milan, OliverTourism destinations constitute a conglomerate of attractions, service providers, and retailers that make up the overall offerings and experiences that attract visitors. However, given the severe consequences that the COVID-19 pandemic has had on the tourism industry, it is crucial to appraise consumer loyalty towards destinations in the context of the coronavirus disruptions. An increasing number of academic works examining the factors that influence destination loyalty have been carried out since the pandemic breakout, but no evaluation of their cumulative results and findings has been offered in the literature. Therefore, this research conducts a review of studies that have empirically investigated the drivers of destination loyalty during the pandemic in diverse geographical settings. By analyzing 24 journal articles selected from the Web of Science (WoS) database, this work adds to the literature by providing an assessment of the state-of-the-art body of knowledge about the explanation and prediction of loyalty for tourism destinations in the context of COVID-19.