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Leading American university in tourism research Virginia Tech signs up UA Professor of Marketing Juan Luis Nicolau




Alicante. Friday, 30 June 2017

Considered one of the leading researchers in Tourism worldwide, University of Alicante Professor at the Marketing Department and current Dean of the Faculty of Economics and Business Sciences Juan Luis Nicolau, has signed for the Polytechnic University of Virginia, better known as Virginia Tech, the second largest university in the United States in tourism research.

Prof. Nicolau will be working in the same category where he will hopefully be able to continue developing his teaching skills and maximise his scientific and research career. Although it is early to speak about his coming back, the current Dean of the Faculty of Economics and Business, stated that he is moving into his vocation to continue expanding knowledge in his area of study "with the aim of applying them  on his return to Spain, whether in research or in applications to our tourist destinations."

The Virginia Tech offer has been very well received both in the Department and the Faculty itself, where they describe it as a "something to be proud of". According to the UA management team, it has been  compared "to the signing of a basketball star by the NBA." Using this comparison, UA President Manuel Palomar pointed out that we train great players and that is why they want him in the premier league of his field of research." Palomar emphasised Nicolau's professionalism, "his excellent academic and researcher background and his commitment to university management".

This is not, however, the first time Juan Luis Nicolau receives this kind of offer from international universities.  It was only three years ago that he was offered a position as a professor at another American university and, shortly afterwards, in another English university, which he rejected for personal reasons and professional commitments of various kinds.

Prof Nicolau said he feels "a little overwhelmed, although very happy and absolutely grateful" with the proposal from the American university "from where I have been offered all necessary assistance and endorsement upon my arrival, as soon as possible".


Academician and musician

Juan Luis Nicolau holds a PhD in Economic & Business by the University of Alicante where he works as a Professor of Marketing, an area where he is the youngest professor in Spain. He is currently the Dean of the Faculty of Economic & Business.

He was a lecturer at different universities in the United States, such as Temple University (Philadelphia) and University of North Florida.

With more than 90 research works published in the most prestigious scientific journals internationally, he is rated among the top-25 international tourism researchers according to Tourism Management Perspectives journal.

He holds 13 research awards, both national and international, as well as the Prize for Teaching Excellence awarded by the Valencia region Department of Education and the UA Social Council to the best lecturer of the year.

Juan Luis Nicolau is also a recognised composer and guitar interpreter, a discipline in which he has been awarded several international prizes and has been recognised mainly in the United States. He started his guitar studies at Muro de Alcoy with masters Toru Kannari and Yukiharu Inoue, completing his studies with master José Tomás in Alicante. He has attended international courses taught by internationally renowned guitarists such as David Rusell, Roberto Aussel, José Luis González and Iván Rijos, among others. He has participated in several tours with the Alicante Symphony Orchestra performing the "Concierto de Aranjuez" as soloist.

Among the various awards he has been presented, the following are worth mentioning:

-Special Award for Completion of Musical Studies from the Oscar Esplá Conservatory of Music in Alicante.

-Interpretation Award from  the Alicante Concert Society.

- Award to the best interpreter of the Valencia region at the Francisco Tárrega International Guitar Competition in Benicasim

-First Prize at the Francisco Tárrega Spanish National Guitar Competition for young artists.

-First Prize at the “Ciudad de Elche” Competition

- Award to the best interpreter of the Valencia region at the Luis Milán-Vila de L’Olleria International Guitar Competition

-He has won the Global Music Awards Gold Medal in composition (California), for his Guitar Concert and Plectrum Orchestra "Estàncies in the Serra Mariola".


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