Building Research-Driven
Institutions That Matter

HAN Research & Impact Partners helps universities, research institutes, and innovation ecosystems build sustainable research capacity, industry relevance, and international impact.

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HAN Research & Impact Partners

Research Excellence

Creating the structures, capabilities, and cultures required for sustainable research performance.

Innovation Ecosystems

Connecting academia, industry, government, and society through strategic partnerships and living labs.

Global Impact

Supporting international collaboration, funding acquisition, and institutional visibility.

Dr. Dai-In Danny Han

Dr. Dai-In Danny Han — Maastricht, The Netherlands

About

Dr. Dai-In
Danny Han

Professor · Researcher · Consultant
Zuyd University of Applied Sciences  ·  University of Johannesburg  ·  César Ritz Colleges Switzerland

As an internationally recognised expert in the application of immersive and intelligent technologies, my work focuses on the intersection of food, hospitality, and technology — supporting organisations in translating emerging technologies into meaningful, consumer-centred experiences.

With a PhD in Augmented Reality user experience design and over a decade of applied research in XR, AI, robotics, and data-driven systems, I collaborate with industry partners on projects spanning immersive dining, AI-enhanced storytelling, digital human applications, robotics in service, sustainable kitchen operations, and XR-based training and behavioural interventions.

As Vice President Strategy of the International Association of Immersive Technology Innovation (IAITI) and founding member of multiple immersive innovation networks, I actively bridge academia and industry — supporting leaders in making evidence-based decisions about technology adoption that enhances human experience, operational performance, and long-term societal impact.

10+
Years Research
40+
Publications
6
Languages
Professor — Research Centre Future of Food
Zuyd University of Applied Sciences, Maastricht  ·  February 2021 – Present
Senior Research Associate
Food Evolution Research Laboratory, University of Johannesburg  ·  2023 – Present
Research Fellow
César Ritz Colleges Switzerland  ·  2025 – Present
Vice President Strategy — IAITI
International Association of Immersive Technology Innovation
PhD in Mobile Augmented Reality User Experience Design
Manchester Metropolitan University, 2016
Services

Building Research-Driven Institutions

I help universities, universities of applied sciences, research centres, and knowledge institutes develop the structures, capabilities, partnerships, and strategic direction required to establish internationally recognised research profiles and long-term research excellence.

01

Research Strategy & Institutional Development

Supporting universities in developing a coherent institutional framework that enables sustainable growth in research performance and reputation.

  • Research visions & strategic roadmaps
  • Research themes & priority areas
  • Research governance structures
  • Performance frameworks & KPIs
  • Internationalisation & impact strategies
02

Research Centre Development

Designing and developing research centres that become active engines for innovation rather than administrative structures.

  • Research centres & institutes
  • Living labs & innovation environments
  • Applied research programmes
  • Industry engagement structures
  • Funding & sustainability models
03

Faculty Research Capacity Building

Structured programmes that build self-sustaining research cultures continuing to grow long after the programme has concluded.

  • Research project development
  • Publication & scientific writing
  • Grant proposal development
  • Research leadership training
  • International networking
04

Industry Collaboration & Innovation Ecosystems

Strengthening industry relevance — a key indicator of research quality and societal impact — through structured partnership and ecosystem development.

  • Strategic industry partnerships
  • Living lab environments
  • Challenge-based innovation projects
  • Applied research portfolios
  • Knowledge transfer activities
05

International Research Networks

Leveraging extensive international networks to give institutions access to opportunities that accelerate research growth and global visibility.

  • International research partnerships
  • Consortium development
  • Joint research initiatives
  • Visiting scholar programmes
  • Global industry–academic collaboration
Signature Programme

Research Excellence Transformation Programme

An integrated 18–24 month programme designed for institutions seeking to accelerate their research maturity and establish a sustainable research ecosystem.

Phase 1
Research Diagnostic
Comprehensive assessment of current capabilities, structures, partnerships, and strategic ambitions.
Phase 2
Research Architecture
Development of research strategies, governance structures, research lines, and institutional priorities.
Phase 3
Capacity Building
Faculty development, mentoring, publication support, and research leadership training.
Phase 4
External Positioning
Industry partnerships, funding strategies, international collaborations, and research visibility.
Phase 5
Sustainability & Growth
Embedding structures, processes, and ownership mechanisms to ensure long-term success.
Selected Projects

Research & Innovation in Action

A selection of funded research and industry collaboration projects spanning immersive technology, sustainable food, and hospitality innovation.

CIIIC · National Growth Fund 2026–2027

Towards a Common Language for Immersive Experiences

A cross-sector exploration of concepts and measurement frameworks for immersive experiences. Developing shared terminology, responsible assessment guidelines, and a sustainable stakeholder network to strengthen the Dutch IX ecosystem and support scalable societal impact.

RAAK-SIA 2024–2026

HTIT-EN: Hospitality, Tourism, Innovation & Technology Experts Network

Uniting professors from five leading Dutch hospitality and tourism academies to establish a joint research agenda — exploring how robotics, immersive experiences, and AI can foster transformative societal benefits and position the Netherlands as a global knowledge platform.

CELTH 2024–2025

XR to Reduce Single-Use Plastics in Hospitality Kitchens

Co-creating a framework for tracking, measuring, and reducing single-use plastics in SME hospitality businesses — using XR-based behavioural interventions aligned with EU sustainability regulations and industry co-creation with supply chain partners.

University of Johannesburg 2022–Ongoing

Indigenous XR: Promoting Indigenous Foods Through Extended Reality

Leveraging XR technology to elevate consumer interest in indigenous, ready-to-eat fast foods in South Africa — using immersive, educational experiences to promote healthier, more sustainable dietary habits and contribute to non-communicable disease prevention.

RAAK-SIA 2020–2022

Immersive Sustainable Food Experience Design

Designing and testing XR technology-mediated immersive food experiences to stimulate sustainable consumption behaviour — combining participatory co-creation with biometric measurement tools to evaluate and optimise experience design outcomes.

Zuyd University · Industry Partners 2026–2027

Towards Better Plant-Based Ice Creams

Supporting Dutch SMEs in developing clean-label plant-based ice creams that match the sensory quality of traditional dairy — applying Design of Experiments methodology with artisanal producers and vegan fine-dining restaurants to bridge the sensory gap.

Publications

Selected Research

Publishing and reviewing across leading international journals in hospitality, marketing, and human–computer interaction.

Outstanding Paper Award 2022

Tom Dieck, M. C., & Han, D. I. D. (2022). The role of immersive technology in Customer Experience Management. Journal of Marketing Theory and Practice.

Journal Articles

2026

Crafting ethically meaningful experiences: Towards experiential corporate social responsibility

Tourism Management, 113, 105323

Kuokkanen, H., Han, D. I. D., Kirillova, K., & Boerwinkel, M.

2025

When XR meets the Metaverse: Advancing new realities in an evolving space

Computers in Human Behavior, 108481

tom Dieck, M. C., Han, D. I. D., & Jung, T.

2024

Augmented reality marketing in hospitality and tourism: a guide for researchers and managers

International Journal of Contemporary Hospitality Management

tom Dieck, M. C., Han, D. I. D., & Rauschnabel, P. A.

2023

Augmented digital human vs. human agents in storytelling marketing: Exploratory EEG and experimental studies

Psychology & Marketing, 40(11), 2428–2446

Sung, E., Han, D. I. D., Choi, Y. K., Gillespie, B., Couperus, A., & Koppert, M.

2022

The role of immersive technology in Customer Experience Management ★

Journal of Marketing Theory and Practice

Tom Dieck, M. C., & Han, D. I. D.

2022

Virtual reality consumer experience escapes: preparing for the metaverse

Virtual Reality, 1–16

Han, D. I. D., Bergs, Y., & Moorhouse, N.

2021

Consumer engagement via interactive artificial intelligence and mixed reality

International Journal of Information Management, 60, 102382

Sung, E. C., Bae, S., Han, D. I. D., & Kwon, O.

2019

Emotions as core building blocks of an experience

International Journal of Contemporary Hospitality Management, 31(2), 651–668

Bastiaansen, M., Lub, X. D., Mitas, O., Jung, T. H., Ascenção, M. P., Han, D. I., et al.

Full publication record of 40+ journal articles, book chapters, and conference proceedings — including work in Computers in Human Behavior, Psychology & Marketing, Virtual Reality, and International Journal of Information Management. Available upon request.

Network & Affiliations

Connecting Academia & Industry

Actively bridging academic rigour with industry practice through leadership roles in international associations, advisory boards, and immersive innovation networks.

Board Member
International Association of Immersive Technology Innovation (IAITI)
Vice President Strategy · June 2024 – Present
Advisory Board Member
Creative Industries Immersive Impact Coalition (CIIIC) — CLICKNL
February 2025 – Present
Founding Member
Limburg Immersive Technology (LIT) Network
September 2024 – Present
Founding Member
Creative Augmented and Virtual Reality Hub
Manchester Metropolitan University
Director of Research & Area Consultant
EMEACHRIE / EuroCHRIE — European Hospitality & Tourism Educators
2020 – 2024 · Benelux Area Consultant
Editorial Board Member
Humanities & Social Sciences Comms · Sustainability · Frontiers in Virtual Reality · Tourism & Hospitality Research
Multiple journals · Ongoing
Contact

Let’s Work
Together

Whether you are looking to initiate an applied research collaboration, explore a consulting engagement, or invite a keynote speaker — I would be glad to hear from you.

Location

Maastricht, The Netherlands

Interested in Collaborating?

I work with universities, universities of applied sciences, research centres, knowledge institutes, and industry consortia. Whether your institution is establishing its first research strategy or scaling towards international recognition, engagements are tailored to your context — from strategic advisory to the full Research Excellence Transformation Programme. Open to collaboration across Europe, South Africa, and internationally.

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