Asra Qazi

From Physical to Phygital: Examining Customer Experience and Memorability Across Physical, Digital and Phygital Experiencescapes

Email: asra.qazi@vuw.ac.nz

Supervisor: AProf Fandy Tjiptono and Dr Marlini Bakri

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Profile

Asra Qazi is a PhD candidate at the School of Business and Government, Victoria University of Wellington, New Zealand. She holds a Bachelor's degree from the Institute of Business and Information Technology (IBIT), University of the Punjab, Lahore, and an MPhil in Business Administration (Marketing) from Kinnaird College for Women University, Lahore. Prior to commencing her doctoral studies, she worked as a lecturer at Superior University and the University of Lahore, Pakistan.

Her research lies at the intersection of tourism marketing, consumer behaviour, and technology-enabled experiences. Specifically, her doctoral study examines tourist experiences within physical, digital, and phygital experiencescapes, exploring how authenticity perceptions, self-characteristics, and technology-mediated interactions shape tourist inspiration and behavioural intentions. Her work aims to generate insights that advance both scholarly understanding and practical applications in contemporary tourism and marketing contexts.

Qualifications

Doctor of Philosophy (PhD) in Business, Victoria University of Wellington (Wellington, New Zealand) (ongoing)

Master of Philosophy Degree in Business Administration/ Brand Management, Kinnaird College for Women University (Lahore, Pakistan)

Bachelor’s Degree in Business/Information Technology, Institute of Business and Information Technology- University of the Punjab (Lahore, Pakistan)

Research interests

Tourism Marketing, Consumer Behaviour, Digital and Phygital Customer Experiences, Perceived Authenticity, Tourist Experience and Memorability, Tourist Inspiration, Immersive Technologies in Tourism, Technology-Enhanced Customer Experiences