Hello, I'm Flora
Hang (Flora) Tran
A curious mind drawn to people, places, and the small choices that shape how we live - with a quiet love for nature, teaching, and writing.
About
Researcher at the intersection of nature, human & technology.
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.
School of Business
University of Leicester
Heron Building
Room 1.01, Brookfield
VISION & MISSION
Observe. Experience. Learn.
My work draws on fieldwork, teaching, and immersive design. It explores how encounters with nature, technology, and people shape understanding and behaviour.
Nature & context
Working with local communities and stakeholders to understand place and relationships.
Immersive stories
Experience interactive stories inspired by the magic of local environments and wildlife.
AR/VR experiences
Step into immersive virtual worlds and see nature in new ways.
Share insights
Sharing reflections and research through moments, media, and written work.
CONTACT
Let's talk.
Open to research collaborations, guest talks, supervision-related queries, and conversations about VR, conservation and meaningful tech.
Office
Heron Building 1.01, Brookfield, University of Leicester