Projects and publications

The research centre stimulates the development, transfer and exchange of knowledge by publications and projects. We perform socially relevant applied research and contribute to the educational programme and advise companies and institutions. 

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The mission of the research centre is to advance knowledge and support the development in two distinct areas of the future of food:

Sustainable Food Experience Innovation

In the theme Sustainable Food Experience Innovation, we develop innovative, healthy and sustainable food and hospitality interventions for consumers to stimulate them to make more sustainable and health conscious food choices.

This research line benefits from the expertise of the former research centre on Gastronomy and further integrates the established knowledge on Taste to involve innovations that drive food experiences of consumers.

Key topics within this area of research include the role of technologies in food experiences (e.g. immersive technologies (XR), use of biometric measurement technologies for complementing research methods); the design and testing of multi-sensory experiences that create engaging food environments to stimulate sustainable consumption behavior; and approaches to sustainable consumer experience design to foster innovation.

This research line is characterized by consumer-centric experience innovations in the food context that result in the creation of emotion engaging experiences meaningful to consumers. 

Food Service Transformation

The theme food service transformation deals with disruptors and initiatives for transformation across the food service sector.

In this theme we explore and anticipate on current challenges and upcoming opportunities in the food service industry that will impact segments across the industry (i.e. restaurants & bars, hotels, educational institutes) and consequently the consumer experience.

Key topics within this theme include food service efficiency through technological disruptors such as the adoption of artificial intelligence in food service and food service robots; local sourcing and opportunities to enhance transparency across the food supply chain; and anticipating and responding to global phenomena (e.g. COVID-19) impacting the food service industry; all of which are expected to influence consumer food experiences explored in theme line sustainable food experience innovation.

Projects

Immersive Sustainable Food Experience Design

We live in a society that is increasingly dominated by technology-mediated interactions and consumption of experiences. It has opened pathways to innovative immersive technology concepts in the food and dining context, contributing to the development of a consumption-oriented society.

This project addresses the challenge how to stimulate consumers through immersive technology designs to make conscious choices leading to more sustainable behaviors in the food and dining context. 

This project evolves around designing and testing Extended Reality (XR) technology-mediated immersive food experiences in the food and dining context to stimulate sustainable food consumption behavior. It includes the use of complementing measurement tools to test the effectiveness of XR designs to make better XR technology design choices that can stimulate change in consumption behavior. 

Publications

2023

Boerwinkel, M., Gabriela, S., e Silva, A., Meijers, M., & Han, D. I. D. (2023). Future of Food and Menu Design: Leading question: What does the menu of the future look like?. In Critical Questions in Sustainability and Hospitality (pp. 87-96). Routledge.

Han, D., Melissen, F., & Haggis-Burridge, M. (2023). Immersive experience framework: a Delphi approach, Behaviour & Information Technology, https://doi.org/10.1080/0144929X.2023.2183054

Vadam, C., Hoek, I., McCann, S., Lipkin, H., Perera, C., van der Veeken, R., ... & Han, D. I. D. (2023). From Wellness to Wellbeing: Leading question: What is the path to stakeholder wellbeing?. In Critical Questions in Sustainability and Hospitality (pp. 97-109). Routledge.

Vadam, C., Perera, C., van der Veeken, R., Innocenti, M., Lipkin, H., McCann, S., ... & Han, D. I. D. Return on Sustainability Investments: Leading question: Is sustainability paying off?. In Critical Questions in Sustainability and Hospitality (pp. 209-218). Routledge.

Han, D. I. D., Melissen, F., & Haggis-Burridge, M. (2023). Immersive sustainable food experience design. Pure, Breda University of Applied Sciences.

2022

Han, D., Abreu e Silva, S., Schröder, K., Melissen, F., & Haggis-Burridge, M. (2022). Designing immersive sustainable food experiences in augmented reality: a consumer participatory co-creation approach. Foods, 11(22), 3646.

Han, D., Boerwinkel, M., Haggis-Burridge, M., & Melissen, F. (2022). Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed Reality. Foods, 11(23), 3780.

Hilken, T., Mahr, D., & Han, D. (2022). Building customer loyalty with augmented reality: current and future trends. Handbook of Research on Customer Loyalty, 274-290.

Tom Dieck, M. & Han, D. (2022). The role of immersive technology in customer experience management, Journal of Marketing Theory and Practice, 1-12. (Outstanding Paper Award Journal of Marketing Theory and Practice).

Han, D. I. D., Bergs, Y., & Moorhouse, N. (2022). Virtual reality consumer experience escapes: preparing for the metaverse. Virtual Reality, 1-16.

Sung, E., Han, D. I. D., & Choi, Y. K. (2022). Augmented reality advertising via a mobile app. Psychology & Marketing, 39(3), 543-558.

Sung, E. C., Han, D. I. D., Bae, S., & Kwon, O. (2022). What drives technology-enhanced storytelling immersion? The role of digital humans. Computers in Human Behavior, 132, 107246.

Tuomi, A., Tussyadiah, I., Han, D. I. D., & Ascenção, M. P. (2022). Implications of Cellular Agriculture for Hospitality and Tourism Management Research: Sustainable Development Goal Perspective.

2021

Sung, E. C., Bae, S., Han, D. I. D., & Kwon, O. (2021). Consumer engagement via interactive artificial intelligence and mixed reality. International journal of information management, 60, 102382.


Tom Dieck, M. C., & Han, D. I. D. (2021). The role of immersive technology in Customer Experience Management. Journal of Marketing Theory and Practice, 1-12.


Weber-Sabil, J., & Han, D. I. D. (2021). Immersive Tourism-State of the Art of Immersive Tourism Realities through XR Technology.

Future of Food

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