Tourism Analytics Specialization

We designed the Tourism Analytics (TA) specialization to prepare students to meet the challenges of the ongoing data revolution and be able to utilize Big Data to answer business, social, and policy-related questions. The demand for knowledge and skills to interpret social media content, map and analyze customer locations and recognize patterns in data is on the rise in the modern workplace. Tourism industry experts are required to understand the myriad of ways technology, marketing and analytics impact business enterprises. Moreover, the companies are looking for employees with the lifelong learning skills.

To address these needs, students in the TA specialization will...

  • Learn to think critically and creatively about the relationship between data science, traveler behavior and the travel industry
  • Build basic skills in data acquisition, warehousing, visualization and mining
  • Learn software such as ArcGIS, MS Access and SPSS with elements of programming languages (e.g. Python)
  • Be trained in research methods and advanced statistics to emphasize methodological soundness of research design and data analysis
  • Have opportunities to build robust quantitative skills in their area of interest by choosing from a wide range of electives from THEM and other UF departments
  • Apply obtained knowledge and skills to current tourism problems by writing a thesis or a white paper on a selected issue or taking an internship

For those students who want to continue their education by entering a doctoral program, the TA specialization will equip them with knowledge of good computing practices and research fundamentals of computational social sciences.


Please email TOUgrad@hhp.ufl.edu with any questions regarding this specialization.