Lingxuan Fang

Profile

I am currently a postgraduate researcher and teaching assistant at the University of Leeds. Prior to this, I spent four years as a research project manager and lecturer in China. During this period, I led and participated in several research projects related to cultural tourism and cultural creative industries. My current PhD research builds upon these experiences, offering a more in-depth and critical exploration of these fields.

My PhD research originates from concerns about the growing challenges of overtourism and the long-term sustainability of the tourism industry, alongside a profound interest in the integration of digital technologies within this field. In particular, my project explores the emerging domain of Metaverse cultural tourism and its implications for tourism practices and tourist behaviour.

This study examines the psychological state of uncertainty and its influence on tourists’ engagement and behavioural intentions in immersive digital environments. By exploring how uncertainty shapes virtual tourist experiences, I aim to reposition the relationship between virtual and physical tourism, offering a more nuanced understanding of tourist decision-making in these hybrid contexts. Ultimately, my research seeks to provide valuable insights into tourists’ behavioural intentions towards Metaverse cultural tourism, and to inform strategies that support the sustainable development of the tourism industry across both digital and physical realms.

Research interests

Cultural Creative Industries

Cultural Tourism

Metaverse Cultural Tourism

Sustainable Development

Placemaking

Experience Economy

Uncertainty and Consumer Behaviour

Virtual Environments and User Engagement

Qualifications

• MA Culture, Creativity and Entrepreneurship
• BA Cultural Industry Management