UH Hilo data scientist Sukhwa Hong receives tenure and promotion
Associate Professor Hong’s expertise is in data science, business analytics, and sustainable practices, with a research focus on applying AI to address real-world challenges such as climate change and ethical tourism.
By Susan Enright.
This story is part of a series on faculty who have recently received tenure and/or promotion.
Sukhwa Hong, an associate professor of data science and business administration at the University of Hawaiʻi at Hilo, received tenure and promotion earlier this year.
“This promotion reflects my ongoing dedication to advancing research and education in data science and business administration at UH Hilo,” says Hong, who is based at the College of Business and Economics.
Hongʻs expertise is in data science, business analytics, and sustainable practices. “My research spans these fields,” he says, “with a strong focus on text mining, natural language processing (NLP), and applying artificial intelligence techniques to address real-world challenges such as climate change communication and ethical tourism.”
Applying AI to the challenges of climate change
Hong’s work on applying AI-enhanced immersive analytics to Hawaiʻi-specific climate data is of great benefit to the state.
“This project has led to the development of standardized tools for data science and science communication, helping bridge the gap between scientific research and public understanding,” says Hong.
This work is part of a five-year $20-million National Science Foundation grant awarded in 2022 to several institutions across the state to fund data science research on the impacts of climate change in Hawaiʻi. The award is administered by the UH Established Program to Stimulate Competitive Research (Hawaiʻi EPSCoR) through a statewide multi-partner collaboration called Change HI.
UH Hilo has several beneficiaries of this award, including Hong, who along with colleague Travis Mandel, an associate professor of computer science, are serving on the core data science team alongside faculty members at UH Mānoa. Hong and Mandel are both involved in several different climate science projects under the award.
- UH Hilo awarded federal monies to study climate resilience through data science (UH Hilo Stories, May 19, 2022)
“This project focuses on effectively communicating scientific findings to diverse audiences to drive behavioral change, particularly regarding climate change,” says Hong, noting that his students are actively engaged in this project, gaining practical experience in data visualization, AI, and science communication.
The research outcomes from all the partners throughout the state will help build a new data-driven knowledge economy through computer and data science that can be applied to areas in critical need due to climate change.
Ethical tourism
Another research area of Hong’s focuses on ethical tourism using generative AI and NLP, providing valuable insights into promoting sustainable and culturally sensitive travel practices.
Hong’s students contribute to these types of studies by analyzing large datasets to understand traveler behavior and attitudes.
Recent publications on this research:
- Understanding heterogeneous preferences of hotel choice attributes: Do customer segments matter? (Journal of Hospitality and Tourism Management, Dec. 2020)
- Exploring the role of ethical experiences and psychological well-being in travel satisfaction: An animal welfare perspective in elephant-based tourism (Tourism Management Perspectives, March 2024)
Developing new programs and projects for students
On campus, Hong is part of an interdepartmental collaboration in the creation and development of a bachelor of science in data science program at UH Hilo, the first of its kind in the 10-campus UH System.
Data scientists study and analyze sets of data through statistical measures that can be applied to many different fields of study. It is considered an interdisciplinary endeavor because almost every branch of science collects loads of data, called big data, and each field needs experts for analyzing the mass amounts of information.
The new bachelor’s program, which launches this fall, “equips students with essential skills in AI, machine learning, and data analytics, preparing them for careers in a data-driven world,” says Hong.
Since 2019, Hong also has been running an undergraduate summer research program, funded by two NSF EPSCoR grants, where students work on projects such as Hawaiian language translation, predicting student success using machine learning, developing chatbots for student advising, and creating Hawaiian language models.
- UH Hilo business students develop AI chatbot to assist with academic advising (UH Hilo Stories, July 29, 2024)
“These hands-on experiences are crucial, as they allow students to tackle real-world problems and explore practical solutions, bridging the gap between academic theory and application,” says Hong.
Community impact
Hong says his work is deeply intertwined with the local community and environment.
“It’s incredibly important to me that it has a positive impact on our region,” he says. “As someone who lives and works in Hawaiʻi, I’m passionate about preserving the natural beauty and cultural heritage that make our islands so unique.”
He says his research on ethical tourism aims to ensure that the local tourism industry thrives in a way that respects and sustains the environment, which is crucial for the long-term well-being of the community. Additionally, by developing AI tools that help communicate scientific findings on issues like climate change, he’s working to engage and educate both locals and visitors, fostering a greater sense of responsibility toward our environment.
“This work is not just about advancing science, it’s about making sure that Hawaiʻi’s rich cultural and natural resources are protected for future generations, and that our community remains vibrant and resilient in the face of challenges,” he says.
Further exploration
Looking ahead, Hong plans to further explore the intersection of AI and human behavior, particularly in the context of ethical tourism and environmental sustainability.
“I aim to develop sophisticated tools that communicate scientific findings more effectively, enhancing public understanding and engagement in climate change initiatives,” Hong says. “Additionally, I plan to expand my collaborative efforts across various disciplines, integrating cutting-edge advancements into new courses that will prepare students for the challenges of the future.”
“My goal is to empower Hawaiʻi’s students to contribute meaningfully to our local community and the global discourse on technology and sustainability,” he adds.
Story by Susan Enright, a public information specialist for the Office of the Chancellor and editor of UH Hilo Stories. She received her bachelor of arts in English and certificate in women’s studies from UH Hilo.
