Forest Ma
Titles:
Assistant Professor, Rosen College of Hospitality Management
What she does for UCF:
My primary responsibilities are teaching and research. I also serve my college and school, as well as the broader hospitality community, through service work and by collaborating with industry partners. Across all of these roles, my focus stays on preparing students for meaningful careers in hospitality while contributing to the industry and community beyond the classroom.
1. What made you want to call UCF home?
It’s the people and the unlimited growth opportunities here. People genuinely want you to do well, both professionally and personally, and there’s a real sense of hospitality in that — it’s not just something we teach; it’s something we practice with each other. At the same time, UCF pushes you toward success; there’s a culture of ambition alongside that care, which keeps me motivated to grow. I love the range of opportunities UCF offers, and just as much, the possibilities beyond what I even know yet — the sense that there’s always another door opening if I’m willing to walk through it.
2. What’s one small thing about UCF that makes you smile?
I teach one of the Exploring Wines of the World sections. In my class, I have students coming from all kinds of disciplines join for weekly wine tastings, sometimes paired with food. It’s amazing to watch each student grow over just one semester — not only in identifying aromas and flavors, but in learning more about themselves too. I once had a student from the College of Medicine tell me that what he learned in class helped him confidently talk about wine at a networking dinner and make a great impression. Moments like that — seeing a “fun” subject show up in unexpected corners of my students’ lives — are what put a smile on my face.
3. What does student success mean to you, and what is the most important way you contribute to it?
Seeing students find their own version of success is one of the most meaningful parts of my work — success looks different for every student, and part of my role is helping them find what that means for themselves rather than imposing my own definition. I’m grateful to be part of that journey as they navigate challenges and balance everything life throws at them — nearly all Rosen students work on top of their full-time school responsibilities, juggling jobs, coursework, and personal life all at once. Being a resource, a support system, and a cheerleader for them, in both their professional and personal growth, is the most important way I contribute.
4. How does your research make a difference in our community and state?
My research mainly focuses on the human experience in the hospitality industry, at the intersection of employees and customers. Some of my more recent work looks at designing better employee experiences in today’s challenging labor market — examining how employees interact with the physical workplace, technology, customers, and the organization as a whole. The implications benefit both public and private sectors by informing employee recruitment, building meaningful and safe workplaces, and improving retention — ultimately contributing to a sustainable workforce for one of Florida’s top economic sectors.
5. What’s one thing you wish more people would know about the work you do?
I wish more people understood that hospitality isn’t just a subject matter or a college job — it’s a critical skill and mindset across all disciplines and industries. At its heart, hospitality is about caring for people and putting people first; it needs to be people-centered, with everything else following from that. This is especially crucial in today’s world with the rise of AI — as technology takes over more transactional tasks, the human, relational side of any industry becomes even more valuable, not less. People need to come first, both employees and customers, and that mindset applies whether you’re in healthcare, business, engineering, or any other field.
