Dr. Forest Ma is an Assistant Professor of Hospitality Management at the University of Central Florida’s Rosen College of Hospitality Management. Her research focuses on the human experience in hospitality at the intersection of employees and customers. Her scholarship has been published in leading journals such as the Journal of Travel Research, International Journal of Hospitality Management, and International Journal of Contemporary Hospitality Management. She has also been awarded competitive research and teaching grants to support projects on employee retention, customer experience, and experiential learning.

Before joining UCF, Forest served as an Assistant Professor at the University of Southern Maine, where she also held the role of Interim Department Chair of the Tourism and Hospitality Program. She previously taught as an Instructor at the University of South Carolina and the Hong Kong Polytechnic University, where she led courses in hospitality management, human resources management, lodging operations, and food and beverage operations. She has also contributed to the academic community through professional service, including serving as Director of Education for NENA CHRIE.

As an educator, Forest emphasizes applied and hands-on learning. She engages students through approaches such as beverage tastings, LEGO Serious Play, and cross-disciplinary collaborations that integrate technology into hospitality education. With leadership experience in hotel operations and non-profit/private event planning, Forest bridges academic research with industry practice, preparing future hospitality leaders while advancing knowledge that supports resilient and innovative organizations.

Blending professional practice with personal passion, Forest is a Certified Beer Server by Cicerone®, and an Introductory Sommelier through the Court of Master Sommeliers Americas. A beer enthusiast and beverage scholar, she enjoys sharing her knowledge to help students and professionals deepen their appreciation for food and beverage culture.