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.