The Tourism education and data analytics:  creating synergy for competitive human capital

Nancy Testón Franco; Aide Maricel Carrizal Alonso; Sonia Gayosso Mexia

doi:10.29057/jas.v8i15.15233

Authors

Nancy Teston Franco Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0003-3043-5294
Aide Maricel Carrizal Alonso Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0002-2001-1001
Sonia Gayosso Mexia Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0002-5428-872X

DOI:

https://doi.org/10.29057/jas.v8i15.15233

Keywords:

Tourism, data analytics, professionalization, competitiveness, digital transformation

Abstract

This article explores the synergy between higher education and data analytics as a strategic axis for the professionalization of human talent in the tourism sector. In a global context of digital transformation, tourism increasingly demands competencies related to the collection, interpretation, and application of data for decision-making, innovation, experience design, sustainability, and the formulation of effective public policies. Through a systematic documentary analysis of recent scientific literature with emphasis on authors from Mexico and Latin America, as well as international comparative studies, this study identifies key trends, educational gaps, and curricular proposals that align tourism education with the requirements of a highly competitive and digitalized environment. The study proposes a content structure for tourism programs based on analytical, digital, and strategic skills, aimed at strengthening employability, evidence-based decision-making, and responsiveness to emerging challenges. It concludes that mastering data analysis tools is now an essential condition for the development of smart and sustainable tourism destinations, as well as for ensuring the relevance of university-level training in this field.

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Author Biographies

Nancy Teston Franco, Universidad Autónoma del Estado de Hidalgo

Full-time Research Professor in the Academic Area of Tourism at the Institute of Economic and Administrative Sciences of the Autonomous University of the State of Hidalgo. She holds a Doctorate in Education from ISU, awarded with honors. She also holds a Master's in Educational Technology, a Master’s in Tourism Business Management, a Specialization in Tourism Planning and Development, and a Bachelor’s degree in Tourism from the National Polytechnic Institute.

She is recognized with a PRODEP Profile (Professional Development Program for Professors), is an active member of the CONAET Network, and a full member of the Mexican Academy of Tourism Research (AMIT). She holds Level 1 membership in the National System of Researchers (SNI) granted by CONAHCYT.

Her academic work has been published in both national and international indexed journals, book chapters, and presented at conferences, seminars, and training courses. She is also a speaker and lecturer at the international level.

Her main research contributions focus on tourism professionalization and cultural heritage as a tourism resource.

Aide Maricel Carrizal Alonso, Universidad Autónoma del Estado de Hidalgo

Master’s in Educational Institution Management and Bachelor’s degree in Tourism from the Autonomous University of the State of Hidalgo. She also holds a Master’s in Hotel Management with a specialization in Hotel Leadership from the University of Tourism and Administrative Sciences.

She is a Research Professor with an active PRODEP (Professional Development Program for Professors) recognition at the Autonomous University of the State of Hidalgo, in the Academic Area of Tourism and Gastronomy at the Institute of Economic and Administrative Sciences. She is a member of the Developing Academic Body "Technology Management and Development" and a collaborator in the Tourism Trends Research Group.

Since 2011, she has served as a Tourism lecturer, and since 2021, she has been teaching at the graduate level in the Master’s Program in Management and Development of New Technologies at the Tepeji del Río and Ciudad Sahagún campuses of UAEH. Her teaching areas include quality management, lodging management, and geography and cultural and natural heritage of Mexico.

She is an associate member of the Mexican Academy of Tourism Research (AMIT), and has authored and co-authored publications in the areas of system analysis, design and development for technology application, as well as in education and tourism.

Sonia Gayosso Mexia, Universidad Autónoma del Estado de Hidalgo

Master’s in Educational Technology and Bachelor’s degree in Tourism from the Autonomous University of the State of Hidalgo. She also holds Specializations in Educational Technology and English.

She is a Research Professor with an active PRODEP (Professional Development Program for Professors) recognition at the Autonomous University of the State of Hidalgo, affiliated with the Academic Area of Tourism and Gastronomy at the Institute of Economic and Administrative Sciences, and a member of the Developing Academic Body "Technology Management and Development".

Since 2011, she has worked as a Tourism lecturer, and since 2021, she has taught at the graduate level in the Master’s Program in Management and Development of New Technologies at the Tepeji del Río and Ciudad Sahagún campuses of UAEH, focusing on quality management and research.

She is also a member of the LATE Network (Red LATE) and has authored and co-authored publications in the fields of system analysis, design and development for technological applications, as well as in education and tourism.

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