Rate My Professor Lei Zhu

Lei Zhu serves as a Research Services Librarian at the University of Otago Library, where he supports the Commerce and Humanities research community through guidance on research data management, bibliometrics, and open access publishing. His professional background bridges the natural and social sciences, reflecting a passion for nature and wildlife conservation. Prior to his library role, Zhu worked for three years as a Postdoctoral Research Assistant in the Department of Science Communication and the Department of Marketing at the University of Otago, contributing to interdisciplinary research projects on science communication and environmental topics.

Zhu earned his PhD in Science Communication from the University of Otago in 2020, with a doctoral thesis titled 'Visual appeal: How the characteristics of photographs can affect science communication in Chinese national parks,' supervised by Lloyd Spencer Davis and Anna Carr. His earlier qualifications include an MSc in Ecology and Conservation, a BSc in Biology, and a New Zealand Certificate in Animal Care. He has authored or co-authored more than ten scholarly publications in international peer-reviewed journals and conferences. Notable works include 'A picture is not always worth a thousand words: The visual quality of photographs affects the effectiveness of interpretive signage for science communication' (Public Understanding of Science, 2021, cited 34 times), 'Visualising natural attractions within national parks: Preferences of tourists for photographs with different visual characteristics' (PLoS ONE, 2021, cited 17 times), 'Citizen Science: Is It Good Science?' (Sustainability, 2023), 'Virtual nature and well-being: Exploring the potential of 360° VR' (Applied Psychology: Health and Well-Being, 2025), 'Marketing Sustainability in a Warming World: Lessons from Polar Cruise Tourism' (Sustainability, 2025), 'National Parks as Vehicles for Science Communication' (Journal of Science Communication, 2025), and 'Infotainment May Increase Engagement with Science but It Decreases Understanding' (Sustainability, 2022). His research examines visual strategies in science communication, tourist preferences for imagery in conservation contexts, the efficacy of citizen science, immersive technologies for well-being, and sustainability marketing in tourism.