New director appointed to lead USF's hospitality, tourism, and sport management programs

• Elizabeth L. Brown
• June 16, 2025
• Business News

TAMPA - The University of South Florida Muma College of Business named Lydia Hanks to lead the School of Hospitality and Tourism Management as its new director, starting August 1.

Hanks is an accomplished scholar with over a decade of progressive academic leadership and a strong track-record of extensive industry engagement.

Her appointment comes as college leaders are merging the School of Hospitality and Tourism Management with the Vinik Sport and Entertainment Management program, beginning in fall 2025 - a merger that will prepare business students for multifaceted careers in sport, entertainment, hospitality and tourism.

She most recently served as the J. Willard Marriott Senior Professor of Hospitality in the Dedman College of Hospitality Management at Florida State University, where she has taught since 2012.

"We're looking forward to seeing Lydia build on the success we've had in hospitality and tourism management education and elevate the Vinik Sport and Entertainment Management program," said David Blackwell, Lynn Pippenger Dean at the Muma College of Business. "I believe there are tremendous synergies across these disciplines and I'm confident that she will grow USF's reputation as a leader in these signature industries in Tampa Bay and Florida."

Hanks said she will bring her strategic leadership to the growing programs.

"I'm excited to join the incredible team at the Muma College of Business at USF," she said. "I look forward to working with such a talented group of people, growing and building our programs, and creating deeper connections with our industry and alumni partners."

Her scholarly work, which includes more than 80 peer-reviewed publications, focuses on consumer behavior, service experience, marketing strategy, and emerging technologies within the hospitality and tourism disciplines.

Hanks also serves as a member of several editorial boards, including the International Journal of Contemporary Hospitality Management, the Journal of Hospitality and Tourism Insights, and Tourism Analysis.

She earned a PhD in hospitality management from Pennsylvania State University, an MBA from the University of Denver, and a bachelor's degree in psychology from the University of Louisiana.