Xuxiangru (Fiona) is a PhD student at Birmingham Business School. Her PhD research focuses on understanding consumer experience in the context of cultural consumption. Fiona has dedicated her PhD research to investigate the experiential aspect of museum cultural product. Through elaborate data collection, analysis, and iterative interpretation, she is expected to bring substantial contribution to the field of consumer experience.
Fiona has embarked her academic journey in the field of tourism. She holds a postgraduate degree from The University of Queensland and undergraduate degree from Zhejiang University both in Tourism Management. Prior to doctoral study, Fiona’s research interest lies in tourist shopping and destination marketing. Her research outputs have been presented at various conferences, contributing to the relevant academic dialogue.