Xuxiangru (Fiona) Fan

Unboxing the experiential aspect of museum cultural productFiona Fan

Fiona’s research focuses on the experiential aspect of museum cultural product. Taking the archaeological blind box launched by Henan Museum in China as context, she draws on Chinese philosophical ideas to explore the dynamics within the observed consumer experience. 

Supervisors: Dr Emma Surman Dr Pilar Rojas Gaviria 

Biography

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. 

Qualifications

  • UG – Bachelor of Management Sciences in Tourism Management/Zhejiang University/30th June 2016
  • MSc – Master of Tourism, Hotel and Event Management/University of Queensland/14th December 2017

Research Interests

Cultural consumption, consumer experience, consumer behaviour, museum/heritage marketing

Publications

Xuxiangru Fan & Maoying Wu (2022) Exploring the gifting motivations of young Chinese independent outbound tourists, Anatolia, DOI: 10.1080/13032917.2022.2039251

Membership of Professional Bodies

Consumer Culture Theory Consortium, May 2022

Teaching Responsibilities

Postgraduate Teaching Assistant

  • Consumer Behaviour 07 14332/PG/2021-22
  • Consumer Behaviour 32116/UG/2022-23
  • Consumer Insight 37287/PG/2022-23
  • Contemporary Issues in Marketing 31966/UG/2022-23
Academic Personal Tutor/UG/2021-22, 2022-23