Dr Hang (Flora) Tran

Hang (Flora) Tran is a Postgraduate Researcher, AFHEA, and Graduate Teaching Assistant (GTA) in Marketing at the University of Leicester Business School. Her research focuses on wildlife ecotourism, virtual reality as an educational intervention, and pro-environmental behaviour, with particular attention to emotional experience and human–nature relationships. She works with national parks and conservation organisations in Vietnam to study how immersive digital experiences can support conservation awareness and sustainable tourism. Alongside her research, she teaches undergraduate and postgraduate students in marketing, consumer behaviour, and digital marketing. 

Current Research

Hang (Flora) Tran is a third-year Postgraduate Researcher at the University of Leicester Business School. Her doctoral research investigates the role of virtual reality (VR) as a pre-trip educational tool (PET) in wildlife ecotourism contexts in Vietnam. The study examines how immersive VR experiences influence Emotional Flow (EF), Wildlife Value Orientation (WVO), and Pro-environmental Behaviour (PEB) among both local communities and tourists at National Parks.

The research follows a qualitative longitudinal design, employing two-phase interviews (post-VR and follow-up) to explore how conservation narratives and immersive experiences shape participants' environmental values over time.

Research Interests

• Immersive experience design and Sustainability

• Wildlife ecotourism and Conservation education

• Pro-environmental behaviour and Emotional engagement

• Human–nature relationships

• Digital platforms and communication

• Consumer behaviour and Technology adoption

Journal Articles

Tran, T. D. H., & Kim, M. S. (2023). Factors influencing the continued intent to use virtual interactive platforms in Korean small-and medium-sized enterprises for remote and hybrid work. Sustainability, 15(13), 9972.

Tran, T. D. H., & Kim, M. S. (2022). A study on personal traits, social influences and the flow experience of video conference service users. Journal of Global Business and Trade, 18(3), 17–40.

Tran, T. D. H., & Kim, M. S. (2021). A study on the perceived value of video conferencing platform: Focused on Heuristic-Systematic Model and Value-based Adoption Model. Asia-Pacific Journal of Business, 12(2), 205–222. 

Tran, T. D. H., & Kim, M. S. (2020). An analysis of the factors affecting continuous usage intention of ride-hailing services of Vietnamese customers. Journal of International Trade and Commerce, 16(4), 401–424. 

Tran, T. D. H., & Park, S. H. (2020). A Study on the International Arbitration in Vietnam - focused on VIAC cases. Korea Trade Review, 45(3), 147–166. 

Graduate Teaching Assistant — University of Leicester, School of Marketing and Strategy (2023–present)

• Principles of Marketing (MN1002)
• Consumers, Brands & Digital Marketing (MN1030)
• Consultancy Challenge (MN2105)
• Responsible International Business and Strategic Risk Management (MK7056)

Responsibilities include delivering seminars and discussion sessions, marking undergraduate assignments and examinations, providing constructive feedback, and offering office hours for individual student support.

Google Scholar | ORCID

LinkedIn | PROJECT Social Media

Lead Buddy | PGR Buddy Scheme, University of Leicester (2026) — Supporting incoming PGR in settling into the research community, offering peer guidance on academic life, university resources, and wellbeing.

Conference Staff | College of Business PGR Conference, University of Leicester (2025) — Designed promotional materials (banner, poster, website) and provided logistical support for the conference.

NGO Internship | 11th Citi–Kyunghee University NGO Internship Programme (2017) — Provided administrative support and contributed to fundraising and awareness campaigns.

Tutor | Multicultural Youth Mentoring Programme, Migrant Youth Foundation (2016) — Taught Korean to migrant adolescents; supported students' personal and academic development.

Volunteer | 7th Happy Yes Youth Volunteers, Hyundai Steel (2015) — Environmental protection and community improvement work in Incheon, South Korea.

Awards

2025 | Outstanding Presentation Award — Awarded for the excellent presentation at the ULSB Postgraduate Researcher Conference, University of Leicester, UK.

2021 | Excellence Mentor Award — Awarded for the K-Circle mentoring programme on Language, Culture, and Major Project, Keimyung University, South Korea.

2020 | Excellence Activist Award — Awarded for the Daegu International Trade Monitorsprogramme by the Mayor of Daegu City, South Korea.

2017 | Excellence Internship Award — Awarded for the NGO Internship Programme, Citibank – Kyunghee University.

2016 | Excellence Team Award — Awarded for The 4th Youth Activist Training Project by the Migrant Youth Foundation, Seoul, South Korea.

Grants & Scholarships

2026 | VIVERSE Project Grant (USD 5,000) — Granted by VIVERSE (HTC) in support of the Firefly Memories VR project.

2023–present | Graduate Teaching Assistant (GTA) Studentship — Granted by the University of Leicester, UK. Annual payment in recognition of the GTA teaching role.

2017–2021 | Special Merit Scholarship (Full) — Granted by Keimyung University, South Korea. Full four-year scholarship for outstanding academic performance.

2013–2017 | Duksung Global Partnership Scholarship (Full)— Granted by Duksung Women's University, South Korea. Full four-year scholarship.

2013 | LOTTE Scholarship — Granted by the LOTTE Scholarship Foundation. Awarded to students with outstanding academic performance.

2011 | KEB Scholarship — Granted by the Korea Exchange Bank (KEB) Foundation. Supported excellent students from low-income families in Vietnam.

Education
PhD in International Business and Trade | Keimyung University, South Korea
MA in International Business and Trade | Keimyung University, South Korea
BA in Social Work | Duksung Women's University, South Korea

Certifications 
Associate Fellow of the Higher Education Academy (AFHEA) | Advance HE, United Kingdom 
Statistical Analysis (SPSS & AMOS) | Keimyung University Graduate School, South Korea