Prof. Dr. Dai-In Danny Han is a professor at the research centre Future of Food at Zuyd University of Applied Sciences and a senior researcher at Breda University of Applied Sciences. His research primarily focuses on the design and application of XR technology enhanced experiences and the impact on consumer psychology and behavior. Danny serves on editorial boards of various journals and is a founding member of the Creative Augmented and Virtual Reality Hub and the International Association of Immersive Technology Innovation. He has published and regularly reviews articles related to consumer experience research in hospitality, tourism, marketing and HCI.