Hang (Flora) Tran

I am a PhD Candidate in Marketing at the University of Leicester School of Business, an Associate Fellow of the Higher Education Academy (AFHEA), and a Graduate Teaching Assistant. I hold a prior PhD and MA in International Business and Trade from Keimyung University (South Korea), and a BA in Social Work from Duksung Women's University.

With five years of experience in qualitative and quantitative research, my work spans immersive experience (VR/AR), wildlife ecotourism, digital communication and consumer behaviour. I currently collaborate with national parks and conservation organisations in Vietnam to study how immersive pre-trip experiences shape emotion, value, and pro-environmental behaviour.

I speak Vietnamese (native), Korean (TOPIK 6), Chinese (OPIc AL) and English.