Zamboanga Peninsula Polytechnic State University

GRADUATE SCHOOL
RT Lim, Boulevard, Baliwasan, Zamboanga City

EXECUTIVE COURSE ON MASTERING RESEARCH WRITING FOR

PUBLICATIONS IN SCOPUS-INDEXED Q1 AND Q2 REFEREED JOURNALS
November 15-17, 2024 & January 24-26, 2024 | Astoria Hotel, Zamboanga City

TOPIC 1:
Research Writing Fundamentals
Jean Paolo G. Lacap, DBM, PhD
Google Scholar Citations: 651| h-index: 14 | i10-index: 20
SCOPUS Citations: 190| h-index: 7
VP Research, Extension, & Quality Assurance, City College of Angeles
President, Pampanga Research Educators Organization
President, Association of Local Colleges & Universities Region III – Research Council
Regular Member, DOST National Research Council of the Philippines – Social Science Division
Editorial Advisory Board, Young Consumers (Emerald, Scopus Q1)
Editor-in-Chief, PREO Journal of Business and Management
Managing Editor, Journal of Marketing Advances and Practices
What is Research?
Research is a process of systematic Research is conducted to
inquiry that entails collection of data; evaluate the validity of a hypothesis
documentation of critical information; or an interpretive framework; to
and analysis and interpretation of that assemble a body of substantive
data/information, in accordance with knowledge and findings for sharing
suitable methodologies set by specific them in appropriate manners; and
professional fields and academic to generate questions for further
disciplines. inquiries.
Why Conduct and Write Research?

Advance knowledge Policy making Address social issues

Solve a problem Validate theories Personal &

professional growth

Innovation Improve practices Explore trends

How to Identify a Problem?
The Importance of
Research Gap
Research Gaps

Research
contribution
Research Gap Research
Contribution
• It is an area or topic within a field of study that has not been sufficiently
explored or addressed in existing research.

• It represents unanswered questions, unexplored contexts, or

inadequacies in the available literature.

Missing link in the Deficiency in the literature

literature (Zikmund et al., 2013)
 What is examined so far in
the current literature?
WHAT WE KNOW

RESEARCH GAP
What is NOT studied yet?
WHAT WE NEED TO
KNOW

Source: Quoquab, F. (2020, March 19). Identifying and presenting research gap. [Video File]. Research Beast.
https://www.youtube.com/watch?v=p-_bYBq6zlk
 RESEARCH GAP

The reason why you are doing

your research study.

It serves as a “force” that makes your

research different from the others.

It is your basis in formulating your

research hypotheses / research
questions.
 How to Identify a Research Gap?

• Read previous studies.

• Review theoretical framework / research models

• Examine future research directions of existing

studies.

Quoquab, F. (2020, March 19). Identifying and presenting research gap. [Video File]. Research Beast.
https://www.youtube.com/watch?v=p-_bYBq6zlk
 Research Gap may come from…

• Theoretical / Conceptual Frameworks

• Methodological

• Contextual (examined in US but not in

PH)

Quoquab, F. (2020, March 19). Identifying and presenting research gap. [Video File]. Research Beast.
https://www.youtube.com/watch?v=p-_bYBq6zlk
 Expertise Personal Interest

Tourism → Film Tourism Korean pop culture; Kdramas;

Netflix
Film-Induced Effects and Intention to Visit: The
Intervening Role of Country Image of South
Korea

Jae Ann M. Dela Cruz

Holy Angel University – Graduate School of
Hospitality and Tourism Management
Angeles City, Philippines
[email protected]

Jean Paolo G. Lacap

Holy Angel University – Graduate School of
Hospitality and Tourism Management
Angeles City, Philippines
[email protected]

*Published in Advances in Hospitality and Tourism Research (in

2022) – Scopus and WoS indexed journal (Q3) managed by Akdeniz
University – Faculty of Tourism, Turkey.
The Research Process
Lacap ©
 The IMRAD format is a
Introduction scientific research report
(includes literature review) writing style that is widely
used by international refereed
research journals.
Method
As compared to a traditional
thesis format where the
Results research paper is divided into
chapters, the IMRAD format
is much concise in content
and generally shorter in terms
Discussion
(plus Conclusion) of number of words/pages.
Writing the Introduction
Introduction
Leads the reader from a general
subject area to a specific topic
of inquiry.

Introduction as the MENTAL

ROADMAP

It includes Literature Review

 Introduction
Leads the reader from a General
general subject area to a
specific topic of inquiry.

Introduction as the
MENTAL ROADMAP

Specific
It includes Literature
Review
Planning is important!
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of
South Korea

Introduction Actual
introduction
Research gap

Theoretical framework

Constructs / Variables
Literature
Hypothesis review
development

Conceptual
framework
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of
South Korea
Rise of Asian popular culture and tourism; popularity of
TV; TV dramas and travel motivation

The increasing admiration of different people towards Asian popular culture

has been noted to have favorable effect on tourism destinations (Ng & Chan,
2020). The prominence of television (TV) is an integral factor why a lot of
destinations have attracted and gained tourists in the past years. Dramas on
TV and movies have significantly influenced the level of travel motivation
among viewers (Wen, et al., 2018). Shooting locations of several TV dramas
and movies have been noted to affect the decision-making process of
viewers when looking for destinations (Josiam, et al., 2015). Hence, films,
in general, are found to be an effective way to promote and market
destinations (Rajaguru, 2014).
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of
South Korea

Korean popular culture; Hallyu phenomenon

In Asia, South Korea has been successful in merging popular culture and
tourism. The fame of Korean popular (K-pop) music and Korean dramas
(K-dramas) has resulted to curiosity of people towards the attractions in
South Korea (Ho, 2020). The rise of fandoms among K-pop music icons and
celebrities is an evidence of the favorable reputation of Korean popular
culture in the world (Lee et al., 2008). The influence of Korean popular
culture, also known as Korean Wave or the Hallyu phenomenon, has been
positively affecting the economy of South Korea. Furthermore, the Korean
Wave is diffusing in different industries of their country, benefitting various
sectors including the tourism sector (Bae et al., 2017).
Film-Induced Effects and Intention to Visit: The Intervening Role of Country
Image of South Korea

Hallyu effect; K-dramas; film-induced tourism

The admiration of many on Korean popular culture is now felt around the
world, especially among countries in Asia. Different people, in particular,
Asians are consuming South Korean popular cultural products – movies,
dramas, and popular music (Lee & Bai, 2016). The increasing consumption
of these popular cultural products has resulted to greater interest and desire
to visit South Korea (Lee et al., 2018). Several studies including Han and
Lee (2008), Kim et al. (2007), and Jeon (2013) have argued that the Hallyu
phenomenon reinforced the power of Korean films (movies and dramas) on
the decision of the viewers. They further noted that the shooting locations of
these Korean films are considered an ultimate consideration for viewers to
visit South Korea. Hence, film-induced tourism has been favorably affecting
the image of South Korea as a destination.
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image
of South Korea

K-pop culture in the Philippines; Koreanovelas

The invasion of Korean popular culture is also evident in the Philippines.

Many Filipinos are now considered avid fans of K-pop groups and
entertainers, and actors and actresses of K-dramas (Arayata, 2018). The
presence of K-dramas (also known as Koreanovelas) in the Philippine
mainstream media as early as 2003 (Igno & Cenidoza, 2016) up to the
present is a clear manifestation of the admiration of Filipinos to popular
culture of South Korea. Moreover, the number of K-pop groups, bands, and
celebrities who have visited the Philippines and staged concerts (Mogol,
2019) is an indicator of the Hallyu effect among Filipinos. And the Korean
Wave phenomenon is evident when in 2020 Filipinos were noted to be the
utmost fans of K-pop based on the number of Twitter posts. The Philippines
is 5th among the countries with unique voices regarding K-pop and 4th
among the nations with the largest volume of tweets (Madarang, 2020).
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image
of South Korea
Film-induced tourism is getting more attention not only from researchers but also
from tourism practitioners. It is basically about viewers exploring locations and
Research gap tourism destinations that appeared in a film (drama or movie) (Beeton, 2016).
Because of its marketing potential, film-induced tourism has been examined in
the context of tourist motivation (Heitmann, 2010). Film-induced effects have
been found to be significantly related to tourism motivation (Rajaguru, 2014).
Precedent studies on Korean film-induced tourism focus on how K-dramas affect
the motivation and intention to travel of potential foreign tourists. For instance,
Chan (2007) qualitatively measured motivation of Singaporean viewers to visit
• What are the current South Korea because of K-dramas. Moreover, Ng and Chan (2020) quantitatively
studies on the topic? gauged how Hong Kong viewers are influenced by K-dramas in terms of their
intention to visit film destinations. Rittichainuwat and Rattanaphinanchai (2015),
on the other hand, applied mixed method design to elucidate travel motivation of
• What are the gaps in viewers to visit shooting locations of K-dramas. With these studies on Korean
film tourism, there is a dearth of scholarly works on the indirect effect of the
the research? country image of South Korea on the relationship of film-induced effects and
intention to visit. Chaulagain et al. (2019) contended that, in the field of tourism,
country image is considered underexplored. Hence, the present undertaking
• Why is there a need addresses this gap by exploring how visual (focusing how South Korea is
to address these portrayed in Korean films), vocal (referring on Korean language and popular
gaps? music), and celebrity (pertaining to Korean actors or actresses in Korean films)
effects influence visit intention of Filipino K-pop viewers, and the mediating role
of the country image of South Korea. The current undertaking examines how the
relationship of film-induced effects and visit intention may indirectly be
influenced by the country image of South Korea using the stimulus-organism-
response (SOR) model.
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of
South Korea

Introduction Actual
introduction
Research gap

Theoretical framework

Constructs / Variables
Literature
Hypothesis review
development
Conceptual
framework
 Research Framework –
Theoretical and Conceptual
 Theoretical Framework or Underpinning

• It refers to the theory applied by a researcher in their

research undertaking.

• It is an application of a theory or a set of concepts drawn

from the same theory to offer an explanation of an event or
a research problem.

Source: Chuah, F. (2020). Theory, Theoretical Framework and Its Relation To Research Model. [PowerPoint Slides].
The CAB model, which stands for Cognition, Affect, and Behavior, is a
framework used in psychology and marketing to understand how these three
components interact to influence decision-making and responses to stimuli.

Cognition Affect Behavior

(Knowledge/ (Emotions/
(Actions/ Decision)
Beliefs) Feelings)
Influences Leads to
The Flow Model, developed by
educational theorist David Novak,
is primarily associated with the
concept of meaningful learning.
This model emphasizes the
importance of connecting new
knowledge to prior knowledge to
create a deeper understanding of
concepts.
 Conceptual Framework
• When a single theory is insufficient to explain the entire research
problem that a researcher intends to investigate, they may need to
synthesize perspectives on the specific issue based on theoretical and
empirical findings.

• This synthesis is known as a model or conceptual framework, which

represents an integrated approach to understanding the research
problem.

• A conceptual framework can be defined as the end result of bringing

together several related concepts to explain or predict a research
scenario.

Source: Chuah, F. (2020). Theory, Theoretical Framework and Its Relation To Research Model. [PowerPoint Slides].
 Conceptual Framework

The Influence of Brand Experience on Brand Loyalty among Mobile Phone Users in
Pampanga, Philippines: A Mediation Analysis
 Conceptual Framework

Lacap, J. P. The Effects of Food-Related Motivation, Local Food Involvement, and Food Satisfaction on Destination Loyalty:
The Case of Angeles City, Philippines. Advances in Hospitality and Tourism Research (AHTR), 7(2), 238-257.
 Conceptual Framework

Lacap, J. P. G. (2020). The Interrelationships of Economic Experiential Value, Emotions, Satisfaction, Loyalty, and
Intention to Recommend: Evidence From Attendees of Angeles City's Sisig Fiesta. Asia-Pacific Social Science Review, 20(1).
 Conceptual Framework Theoretical Framework

A set of related
Theory
concepts

Source: Chuah, F. (2020). Theory, Theoretical Framework and Its Relation To Research Model. [PowerPoint Slides].
Theoretical Framework

Research Framework

Conceptual Framework
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image
of South Korea

Theoretical framework

Constructs / Variables
Literature
Hypothesis
development
review

Conceptual
framework
Literature Review
 Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image
of South Korea
H1a. Film-induced visual effect significantly influences
intention to visit South Korea.
H1b. Film-induced vocal effect significantly influences
intention to visit South Korea.
H1c. Film-induced celebrity effect significantly influences
intention to visit South Korea.

H2a. Film-induced visual effect significantly influences the

country image of South Korea.
H2b. Film-induced vocal effect significantly influences the
country image of South Korea.
H2c. Film-induced celebrity effect significantly influences
the country image of South Korea.

H3. Country image significantly influences intention to visit

South Korea.

H4a. Country image mediates the relationship between film-

induced visual effect and intention to visit South Korea.
H4b. Country image mediates the relationship between film-
induced vocal effect and intention to visit South Korea.
H4c. Country image mediates the relationship between film- Figure 1. Conceptual Framework of the Study
induced celebrity effect and intention to visit South Korea.
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image
of South Korea

Theoretical framework
The present study is drawn from the SOR model. The SOR
model is a theoretical framework which explains that the
relation of stimulation and behavior of humans is mediated by
organismic factor (Buxbaum, 2016). In short, the emotional
state of an individual (organism) mediates the relationship
between the environment (stimulus) and the human actions
(response) (Lee et al., 2011). The model has been used to
understand the intricacy of human behaviors.

In the present study, the stimuli are represented by the three

film-induced effects – visual, vocal, and celebrity. These stimuli
may trigger a response, which is represented by intention to visit
South Korea. And the relationship of the stimuli and the
response is mediated by an organism, which is signified by
image of South Korea.
 Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image
of South Korea
Film-Induced Tourism
Film-induced tourism refers to on-location tourism that is due to the success of a movie or drama (Beeton, 2016). Because
of consumption of media products (films), viewers form unique experiences which may result to visiting a destination
depicted in those movies or dramas (Beeton, 2016; Macionis, 2005). There are several factors that may trigger motivation
from viewers to visit a destination because of their exposure to a film. These factors include film elements such as escape,
fantasy, vicarious experiences, or romance. The images from a film may affect the decision of an individual to visit locations
of a movie or drama (Macionis & Sparks, 2009). It has been noted that film tourists exhibit higher willingness to visit a
destination that is shown in a film or drama (Bąkiewicz, 2017). Riley et al. (1998) contended that visual media such as films
are used to attract and induce individuals to travel. Tooke and Baker (1996) also argued that films attract potential visitors,
and film locations are valuable tools to increase the propensity of people to visit a destination. Hence, films may extend
favorable impacts to shooting locations (Kim & Kim, 2018) because they arouse viewers’ interests, which may influence
their decisions to visit a tourism destination (Chen, 2018).

Many of the recent studies on film and film-related tourism are in the setting of K-dramas. The popularity of K-dramas has
attracted a lot of viewers from different parts of the world (Elaskary, 2018) and this is because of the Korean Wave.
Excellent soundtracks and outstanding production values contribute to the success of K-dramas worldwide. Compared to
Western shows, K-dramas are relatively shorter, and because of their phenomenal accomplishment, video-streaming
applications are carrying Korean films (Donohoo, 2021).

Korean dramas are also popular among Filipino viewers and fans. The level of sophistication and creativity of Korean
entertainment firms, massive marketing initiatives, and loyal fan bases are the primary reasons for the fame of Korean films
in the Philippines (ABS-CBN News, 2020). And because of the coronavirus (COVID-19) pandemic where mobility is
limited, more and more Filipinos turned into K-dramas that are available online or through video-streaming applications
(Nonato, 2020).
 Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of
South Korea

Film-Induced Effects and Intention to Visit South Korea

In the field of tourism, intention to visit a destination is considered a behavioral intention (Nunkoo & Ramkissoon, 2010). It is
the propensity of an individual to visit a destination in a particular period of time (Ahn et al., 2013). It is a cognitive process
where travel motivation transforms into a behavior (Jang et al., 2009). Perceptions and attitudes of tourists towards an attraction
or destination are factors that can affect targeted behavior (Sparks & Pan, 2009). In the realm of film-induced tourism, visual,
vocal, and celebrity effects from films induce viewers’ intention to visit a destination (Rajaguru, 2014).

Film-Induced Visual Effect

Images are considered important factors when it comes to tourism destinations because they shape perceptions of individuals
(Vila et al., 2021). Visual images in films are considered by marketers to be valuable tools to promote tourism attractions and
destinations (Blech & Blech, 2018). Promotion through films combines visual and emotional appeals to attract potential tourists
and provide them with a prior taste of the attraction or destination (O’Connor & Bolan, 2008). And because visual images in
films are influential factors to promote an attraction or destination, more and more destination marketers are taking advantage of
the power of films to attract local and foreign tourists (Kim & Richardson, 2003).

When watching a particular film, viewers may find meanings that are associated with the visual images depicted in a drama or
movie (Croy & Walker, 2003). When a tourism destination is portrayed in a film, viewers may find meanings from the shown
destination and may induce their intention to visit the location (Hudson et al., 2011; Kim et al., 2009). This phenomenon is
known as film-induced visual effect (Rajaguru, 2014). In the present study, film-induced visual effect is defined as the visual
images in a film that stimulate the interest and curiosity of a viewer towards a tourism destination. Hence, visual images in a
film pull viewers (Riley & Van Doren, 1992), thus, creating awareness and interest towards the shooting location or destination
depicted in a drama or movie (Kim, 2012).
 Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of
South Korea
Film-Induced Vocal Effect
Aside from visual images, language, sound, and music are also integral components that stimulate curiosity and
interest among travelers and tourists (Rajaguru, 2014). This situation is called film-induced vocal effect (Rajaguru,
2014). Film-induced vocal effect refers to the language, sound, and music in a film that trigger viewers’ curiosity and
interest towards a tourism destination. Sound and music are said to influence the perception of an individual (Sunaga,
2018). It has been also noted that music is a significant factor in the decision-making process of a person in choosing a
destination (Oh et al., 2015). Music, in particular, is an influential tool in unifying global demography (Ryu et al.,
2020). If treated as a brand, music tends to create emotional bonds (Decrop & Derbaix, 2014; Saboo et al., 2016). This
has been the case of K-pop music and its impact in the world market where non-Koreans tend to have an appreciation
of this music that is not even written in their own or native language (Capistrano, 2019).

K-pop idols and their music have been utilized by different brands around the world. Furthermore, music videos of
these K-pop idols are also incorporating the power of advertisement. For instance, the popular K-pop group BTS has
been taking the world of advertisement through their music and music videos (Lyons, 2020). In the Philippines, a
world-renowned fast-food chain recently launched Korean burgers in their menu and creatively incorporated the
Korean language in their TV commercial (Rappler.com, 2021) to attract Filipino K-pop fans and Korean food lovers.
Additionally, destination and tourism marketers have been using music and language (vocal effects) in various
promotional and marketing campaigns. With the popularity of Korean popular culture, K-pop music idols and the
Korean language itself are now widely utilized as means to promote attractions and destinations and to arouse the
interest of domestic and foreign tourists to visit these locations (Morrison et al., 2011; Rajaguru, 2014). The power of
language, sound, and music has the capacity to attract consumers; hence, vocal effect is considered an important tool in
tourism and destination marketing (Rajaguru, 2014).
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of
South Korea

Film-Induced Celebrity Effect

Celebrities are considered as icons of culture and ambassadors in societies driven by mass media (Lee et al., 2008). As brands, they are
useful in attracting viewers to visit shooting locations (Yen & Teng, 2015). This phenomenon is termed as film-induced celebrity effect
(Rajaguru, 2014). In the present study, film-induced celebrity effect is operationally defined as the effect where the actors and actresses
(or celebrities) in a film activate the interest and curiosity of a viewer towards a tourism destination. Film celebrities have the capacity
to touch the emotions of the viewers. The bond formed between the celebrities and the viewers creates memorable and personal
meanings which may activate the propensity to visit the destination where the film was shot (Reader, 2007). Moreover, film tourists
often show admiration to celebrities which may lead them to visit shooting location (Lee et al., 2007).

Korean celebrities are believed to be one of the driving forces for influx of foreign tourists in South Korea (Lee et al., 2008). The Korea
Tourism Organization (KTO) divulged that approximately 1.11 million foreign tourists visited South Korea in 2019. The huge number
of tourist arrival in South Korea is attributed to the Korean Wave, the popularity of Korean popular culture and K-pop celebrities and
idols (Yonhap, 2020). In the study of Bae et al. (2017), Korean Wave was found to be statistically related to tourism demand and has
been noted to be a prime indicator of attracting tourists from United States of America (USA), Hong Kong, Japan, and China to South
Korea. The Philippine Department of Tourism is also eyeing the popular K-pop group BTS and South Korean actor Hyun Bin to visit
the Philippines to augment its tourism sector (GMA News Online, 2021).

Film-induced effects – visual, vocal and celebrity – are influential in shaping the formation of visit intention among viewers (Rajaguru,
2014). The fame of the Hallyu phenomenon led to the admiration of people from various parts of the globe to Korean popular culture
(Trolan, 2017). Films (movies and dramas) are now used as devices to attract the interest and curiosity of viewers to visit South Korea
(Kim, 2012; Kim et al., 2012). Therefore, it is hypothesized that:
H1a. Film-induced visual effect significantly influences intention to visit South Korea.
H1b. Film-induced vocal effect significantly influences intention to visit South Korea.
H1c. Film-induced celebrity effect significantly influences intention to visit South Korea.
 Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image
of South Korea
Country Image of South Korea
The image of a country is affected by people’s perceptions. Over time, these perceptions are affected by different factors. The
impressions of individuals may initiate behaviors (Chaulagain, 2019) such as intention to visit a country. Country image is defined as
the overall people’s impressions and beliefs about locations or places (Kotler & Gertner, 2002). It refers to how individuals perceive,
associate, or stereotype a particular place (Roth & Diamantopoulos, 2009). It is considered as a mental map that forms perceptions
towards a country (Nadeau et al., 2008). It is related to country-of-origin image and product image (Lee & Lockshin, 2012).

Country image is often confused with destination image; this is due to similarities in certain features (Hahm & Tasci, 2019).
Destination image is a construct that is defined as the perceptions of a possible tourist towards a place for vacation purposes (Hahm
et al., 2018; Martinez & Alvarez, 2010) while country image focuses on overall perceptions, impressions, and beliefs of an individual
towards a place (Kotler & Gertner, 2002). In current undertaking, country image refers to the image of South Korea as a nation –
looking into perceptions of individuals towards South Korea in terms of its overall reputation, level of advancement, economic
stability, and social impression.

Films often portray the destinations and attractions of a country and depict aspects of a country – social, economic, and technological
characteristics. Mossberg and Kleppe (2005) argued that the image of a country infuses products, people, and events regarding
culture, politics, and global business. The power of mass media through films has generated boost in the image of a country. This is
the case in New Zealand when the country was used as a location of the movie Lord of the Rings (Croy, 2004; Jones & Smith, 2005).
Tasci (2009) even argued that visual information has the power to improve the image of a country’s destination. In the case of South
Korea, the Hallyu phenomenon has shaped the perceptions and impressions of nationalities towards the said country (Sung, 2010).
Hence, it is therefore hypothesized that:
H2a. Film-induced visual effect significantly influences the country image of South Korea.
H2b. Film-induced vocal effect significantly influences the country image of South Korea.
H2c. Film-induced celebrity effect significantly influences the country image of South Korea.
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image
of South Korea

Country Image and Intention to Visit South Korea

Images are crucial in the formation of decision of an individual towards a product, service, or
destination (Zhang et al., 2018). Country image is said to be influenced by beliefs, familiarity, and
reception of a tourist or potential tourist towards a destination (Elliot et al., 2011). The image of a
country, including the level of development, influences the tendency of an individual to visit it
(Alvarez & Campo, 2014). Tasci (2009) pointed out that because of visual information of a
particular country and of a destination augments the intention to visit of an individual. Zhang et al.
(2015) found that country image including character and competence of a country and its people
translates into intention to visit. Moreover, it was found that the image of a country in terms of
natural and cultural attraction and service facility influences visit intention. Chung and Chen (2018)
and Chaulagain et al. (2019) contended that favorable country image leads to better image of the
destination, which further leads to visit intention. Hence, it is hypothesized that:
H3. Country image significantly influences intention to visit South Korea.
Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of
South Korea
Mediating Role of Country Image
Film-induced visual, vocal, and celebrity effects have been identified to be influential on the image of a
country (Croy, 2004; Jones & Smith, 2005; Sung, 2010). Kim and Richardson (2003) claimed that people with
exposure to an image of a country or a place in a film tend to exhibit positive attitudes towards that place. Yoo
et al. (2014) contended the K-dramas have been favorably shaping the image of South Korea as a country.
They further noted that the cultural and ethnic factors of K-dramas are influential in the formation of positive
image for South Korea.

Furthermore, country image is said to affect intention to visit. The favorable attitude towards K-dramas is
identified to be a factor that affects intention of viewers to visit South Korea (Yoo et al., 2014). The Hallyu
phenomenon and the love of viewers towards K-dramas brought tremendous positive impact on the image of
South Korea (Kim et al., 2012). The demand for Korean popular culture led South Korean government to
export cultural products (such as Korean films). The global expansion of Korean cultural products contributed
to the enhanced image of South Korea as a nation (Lee, 2011). From these extant related studies, Korean films
are influential in the enhancement of the image of South Korea, which, in turn, leads to intention to visit
among viewers. Therefore, it is hypothesized that:
H4a. Country image mediates the relationship between film-induced visual effect and intention to visit South
Korea.
H4b. Country image mediates the relationship between film-induced vocal effect and intention to visit South
Korea.
H4c. Country image mediates the relationship between film-induced celebrity effect and intention to visit South
Korea.
 Film-Induced Effects and Intention to Visit: The Intervening Role of Country Image of
South Korea

From the established hypothesized

relationships, the conceptual framework
was formulated (see Figure 1). The
conceptual framework shows how SOR
model was integrated in the present study.
It is postulated that film-induced effects
(visual, vocal, and celebrity) significantly
influence intention to visit South Korea
(H1a, H1b, and H1c), and country image
(H2a, H2b, and H2c). Moreover, it was
hypothesized that country image
significantly influences intention to visit
South Korea (H3). And the last part of the
research framework shows how country
image mediates the relationship between
film-induced effects and intention to visit
South Korea (H4a, H4b, and H4c). Figure 1. Conceptual Framework of the Study
 Literature Review

=
• Research gap
• Theoretical framework
• Explanation for each construct
• Justification of hypotheses
• Establishment of the
conceptual framework
Research Methodology
 Methodology
Participants of the
Research Instrument Data Analysis
Study

• Who are the respondents? • What is your research • Research design

• Sampling technique instrument? • Statistical treatment
• Calculation of the sample • Did you adopt/ adapt/ create
size an instrument?
• Sufficiency of the sample • How did you measure the
size construct/s?
Types of Research Designs

Descriptive Correlational Comparative

• Describe a phenomenon • To establish if there is a • comparing two or more
or a situation relationship things
• It answers what, where, • Example: relationship of • Example: significant
when, and how (not salary and job difference in the
WHY) satisfaction of BPO employee satisfaction
• Examples: demographic employees. between male and
studies; market analysis female workers.
 Types of Research Designs

Exploratory Predictive-causal
• Used when the research problem is not well • Aims to understand the cause-and-effect
defined. relationships between variables, while also
attempting to predict outcomes based on these
• It helps identify variables, generate relationships.
hypotheses, and develop theoretical
frameworks. • Example: What are the causal relationships
between customer satisfaction, website
• Example: How do different factors (e.g., usability, and customer service experience on
website usability, product quality, customer customer retention in e-commerce?
service) influence consumer satisfaction in
online shopping?
Types of Research Designs

Cross-Sectional Longitudinal
• collect data at a single • Involves repeated
point in time from observations of the
different subjects or same subjects over an
groups. extended period.

• Example: Comparing • Example: Tracking

Brand Loyalty Across Changes in Consumer
Different Age Groups Brand Loyalty Over
Time
 Participants of the Study

Tejada, J.J. & Punzalan, J.R. (2012).

On the Misuse of Slovin’s Formula.
The Philippine Statistician, 61(1), 129-
136.

http://www.psai.ph/docs/publications/tps/tps_2012_61_1_9.pdf
https://www.qualtrics.com/blog/calculating-sample-size/
https://www.calculator.net/sample-size-calculator.html
Participants of the Study

• Who are the respondents?

• Sampling technique
• Calculation of the sample size
• Sufficiency of the sample size

Lacap, J. P. G., & Sicat, A. T. (2022). Effects of experiential

quality on experiential loyalty: Evidence from Starbucks
coffee chains in Pampanga, Philippines. Asia-Pacific Social
Science Review, 22(2), 14-36.
Participants of the Study

• Who are the respondents?

• Sampling technique
• Calculation of the sample size
• Sufficiency of the sample size

62
 Reliability tests – Cronbach’s alpha & Composite Reliability
Research Instrument Validity tests – Discriminant validity & Convergent validity

• What is your research instrument?

• Did you adapt/adopt a previous
instrument?
• How did you measure the
construct/s?

Castro, S., Lacap, J. P., Garbosa, T. M.,

Jimenez, E., & Mallari, S. F. (2022). Philippine
television network companies’ corporate social
responsibility engagements and electronic
word-of-mouth: The intervening role of
consumer-company identification. Journal of
Asia-Pacific Business, 23(1), 24-45.
https://doi.org/10.1080/10599231.2022.20256
43
 Data Analysis

• Research design
• Statistical treatment

Castro, S., Lacap, J. P., Garbosa, T.

M., Jimenez, E., & Mallari, S. F. (2022).
Philippine television network
companies’ corporate social
responsibility engagements and
electronic word-of-mouth: The
intervening role of consumer-company
identification. Journal of Asia-Pacific
Business, 23(1), 24-45.
https://doi.org/10.1080/10599231.20
22.2025643
Results, Discussion, and
Conclusions
 Results
• The Results section of a research paper is crucial as it presents the
findings of your study in a clear and concise manner.

• Data Presentation:

▪ Tables and Figures: Use tables, graphs, and figures to present

quantitative data effectively. Each visual element should be labeled clearly
(e.g., Table 1, Figure 1) and referenced in the text.

▪ Statistical Analysis: Report the results of statistical tests conducted

66
67
 Discussion
• Purpose: to interpret and describe the important results in light with
what was already known about research problem being investigated

• To provide new insights about the problem

The results showed that all film-induced effects (visual,
vocal, and celebrity) were found to significantly and What is your finding?
positively influence intention to visit South Korea. The
findings indicate that film-induced effects play a huge role
in the formation of the intention of K-drama viewers to
visit South Korea. The influence of visual, vocal and
celebrity effects suggests that visual images shown in K- What does the finding
dramas, the language, sound, and music in Korean films, suggest?
and the presence of Korean celebrities and idols activate the
interest and curiosity of viewers, thus augmenting their
intent to visit South Korea.

Prior studies also noted that film imagery attracts viewers

to visit a destination (Riley & Van Doren, 1992); thus,
watching a K-drama induces intention to visit film How do previous studies
locations (Hudson et al., 2011; Kim et al., 2009; Rajaguru,
2014). Furthermore, language and music used in a film
relate to your findings?
arouse interests among viewers (Sunaga, 2018), which then
pulls them to visit a destination (Oh et al., 2015). The
presence of Korean celebrities and idols in K-dramas is also
a vital pull factor to visit South Korea because of the bond
and emotions that are formed between the actors and
actresses and the viewers (Lee et al., 2007; Reader, 2007).
Moreover, visual and celebrity effects were
found to have significant influence on country What is your finding?
image of South Korea. The results revealed
that visual effect considerably influences the
image of South Korea as reflected by large
effect size. These findings suggest that the
images depicted in K-dramas, such suburban What does the finding
areas, bright city of South Korea, the colorful suggest?
night life, and the other attractions,
substantially add to the country image of
South Korea. These results are in consonance
with the studies of Croy (2004), Jones and
Smith (2005), and Sung (2010). Moreover,
celebrity effect, despite magnifying small
How do previous studies
effect size, also adds in the formation of relate to your findings?
image and impression of viewers towards
South Korea as a country. The popularity of
Korean culture has tremendously shaped the
perceptions and impressions of non-Koreans
towards South Korea (Sung, 2010).
 Conclusions
• Overall implications
• Practical implications / contributions
• Theoretical implications / contributions
• Limitations
• Future Research Directions
 Overall implications
The present study confirms that film-induced effects (visual, vocal, and celebrity) predict intention to visit South Korea.
The Hallyu phenomenon led to better accessibility of Korean pop cultural products such as Korean films among fans
and viewers. The findings imply that Korean films effectively combine pop cultural elements such as visual images
(e.g., beautiful suburban and bright city of Korea, its colorful night life, and tourist attractions), language and music,
and people or Korean “idols.” All these film-induced effects form part in the propensity of viewers to visit South Korea.
Hence, films are effective tools not only in promoting pop cultural products but also in inducing individuals to visit a
country or destination.

Furthermore, film-induced visual effect largely contributes to the image of a country. Country image is generally
affected by the perceptions of people, and when these impressions are favorable, they activate positive behaviors
(Chaulagain, 2019) such as intention to visit a particular nation. Film products have a powerful capacity in the
formation of perceptions towards the image of a country. The visual images in dramas or movies greatly help in the said
perception formation. Moreover, film actors and actresses are also integral components that shape the image of a
country. Hence, when visual images and celebrity effect are combined and utilized effectively in a film, they aid in the
creation of positive perceptions and beliefs towards the image of a country.

Country image has a role in the establishment of intention to visit, and has an intervening role on the link between film-
induced visual effect and intention to visit. The intervening effect of country image on the relationship between visual
effect and intention to visit clearly illustrates how an image of a country adds value in inducing viewers to visit a
specific country or destination. Thus, when film-induced visual effect is activated, it creates favorable image for a
country, which, in turn, leads to amplified intention to visit a nation or a destination.
 Theoretical & Practical Implications /
Contributions

The current research contributes both at the practical and theoretical levels. The utilization of SOR
model in the present study proves that the theoretical underpinning can elucidate how film-induced
effects can affect country image and intention to visit. Film-induced effects (visual, vocal, and celebrity
effects) as stimuli better explain the formation of intention to visit South Korea (response). And country
image (organism) is the mediating factor on the relationship between visual effect and intention to visit.

Furthermore, at the practical level, the study demonstrates that when films are properly utilized in
attracting tourists or visitors, film products such as movies and dramas can really add value in this case.
The use of cultural pop products through films can help in the development of intention to visit a
country or a destination among viewers. This is evident with the results of the present study and the
success K-dramas in different parts of the world. The combination of effective elements (visual, vocal,
and celebrity) and a favorable country image results to greater intention to visit among viewers. Hence,
if a country aims to promote its destination, it needs to produce quality films that combine cultural pop
elements and film-induced factors to attract tourists and visitors. It is also important to shape the image
of the country in a way that it will yield favorable impressions from different people in different
nations.
 Limitations & Future Research Directions

Like any research, the present study has also limitations. First, the respondents were viewers
from Pampanga, Philippines. Other viewers from other parts of the Philippines were not
included. Second, the study focused on film-induced effects (visual, vocal, and celebrity) in
the context of K-dramas. It did not include other films originated in and produced by other
countries. Third, it covers only film-induced effects as exogenous variables and country image
as mediating variable. And fourth, the dominance of female respondents and college students
as participants is also a limitation. To address these, future researchers may conduct a similar
study by covering a wider scope, such as K-drama viewers in different parts of the Philippines.
Moreover, other researchers may consider doing similar study but in other film context such as
Thai, Taiwanese, or Japanese films since dramas and movies from Thailand, Taiwan, and
Japan are getting attention now among Asian viewers. And finally, other researchers may opt
to include other intervening variables such as destination image, and cultural proximity to
expound the intention to visit model.
 Follow the
required
referencing
style.
 Tips in Crafting a Research Title

The fundamental aim of a research

title is to capture the attention of
the readers and emphasize the
research problem under
investigation.
 Tips in Crafting a Research Title
Be Concise but Descriptive: Aim for clarity and
precision. Your title should provide an immediate
understanding of the research's scope and focus.

Use Keywords: Include key terms related to the

topic, methodology, or variables. This enhances
discoverability in academic databases and aligns
your study with relevant literature.

Reflect the Content: Ensure your title accurately

represents the main topic, purpose, and/or
variables of your study. Avoid vague terms and
jargon unless well-defined.
Tips in Crafting a Research Title
Highlight Key Variables or Themes: If your
study examines specific variables or relationships,
mention the primary ones in the title.

Consider the Audience: Think about what

would attract your intended readers, be it
academics, practitioners, or policymakers. Use
terminology that resonates with their interests
and knowledge base.

Include the Context if Necessary: If your

research is regionally specific, mentioning it (e.g.,
"in the Philippines") adds relevance and makes
the title more targeted.
 Tips in Crafting a Research Title

Balance Creativity and Academic Tone: While

you want to capture interest, ensure your title
remains professional and appropriate for
academic work.

Avoid Redundancy and Ambiguity: Make sure

each word adds value and meaning; avoid
unnecessary repetition or vague terms that could
confuse readers.
 Tips in Crafting a Research Title

Castro, S., Lacap, J. P., Garbosa, T. M., Jimenez, E., & Mallari, S. F. (2022). Philippine television network companies’
corporate social responsibility engagements and electronic word-of-mouth: The intervening role of consumer-company
identification. Journal of Asia-Pacific Business, 23(1), 24-45. https://doi.org/10.1080/10599231.2022.2025643
 Tips in Crafting a Research Title

Lacap, J. P. G., & Tungcab, A. P. (2020). The influence of brand experience on brand loyalty among mobile
phone users in Pampanga, Philippines: A mediation analysis. Asia-Pacific Social Science Review, 20(3), 17-31.
 Tips in Crafting a Research Title

Lacap, J. P. G., De Joseph, M., Solano, K. C., Legaspi, M. J., & Visca, M. A. (2025). Entrepreneurial passion or
Machiavellianism? Exploring the factors affecting entrepreneurial intention. In K. Jermsittiparsert, I. S. Wekke, & P. Suanpang
(Eds.), Business sustainability practices in Society 5.0 (pp. 73-98). IGI Global. https://doi.org/10.4018/979-8-3693-9230-0.ch004
 Tips in Crafting a Research Title

Lacap, J. P. G., Alqueza, J., Mag-usara, & Tandugon, J. (2025). Please don’t stop the music! Exploring the factors affecting
continuous usage intention in a music streaming platform. In K. Jermsittiparsert, I. S. Wekke, & P. Suanpang (Eds.), Business
sustainability practices in Society 5.0 (pp. 299-320). IGI Global. https://doi.org/10.4018/979-8-3693-9230-0.ch015
 Tips in Crafting a Research Title

Lacap, J. P. G., Ricafrente, M. I. L., Caponpon, J., Medina, R., Raneses, R. A., Centeno, Z., & Syed Annuar, S. N. (2023).
How does gamification in an e-commerce platform drive customer experience? The mediating roles od perceived enjoyment
and brand engagement. In M. A. Al-Sharafi, M. Al-Emran, G. W. H. Tan, & K. B. Ooi (Eds.), Current and future trends on
intelligent technology adoption (vol. 1, pp. 457-477). Springer, Cham. https://doi.org/10.1007/978-3-031-48397-4_23
 Tips in Crafting a Research Title

Lacap, J. P. G., Cruz, M. R. M., Bayson, A. J., Molano, R., & Garcia, J. G. (2023). Parasocial relationships and social media
interactions: Building brand credibility and loyalty. Spanish Journal of Marketing – ESIC, 28(1), 77-97.
https://doi.org/10.1108/SJME-09-2022-0190
 How to Write a Research Abstract?
• Research abstract – a snapshot of your scholarly
paper; a summary of your research paper.
• Provides the readers a quick overview of the key
points of the study.
• It typically includes the following:
✓ Purpose / aim of the study
✓ Participants & sampling technique
✓ Research design
✓ Statistical approach
✓ Major findings
• Word count: 150 – 250 words.
• Keywords (depending on journal requirements;
typically 4 – 7 keywords)
 How to Write a Research Abstract?

Lacap, J. P. G. (2019). The mediating effect of employee engagement on the relationship of transformational leadership and
intention to quit: Evidence from local colleges in Pampanga, Philippines. Asia-Pacific Social Science Review, 19(1), 33-48.
 The Mediating Effect of Employee Engagement on the
Relationship of Transformational Leadership and Intention to
Quit: Evidence from Local Colleges in Pampanga, Philippines

Abstract: The study investigates the mediating effect of employee engagement on

the transformational leadership and intention to quit relationship. The participants of • Purpose/Aim
the study were employees (teaching and non-teaching staff) from three local colleges • Participants &
in Pampanga, Philippines, and they were selected using convenience sampling Sampling Technique
technique. The study employed a quantitative research design and a causal research • Research design
approach to measure the relationships of employee engagement, transformational • Statistical treatment
leadership, and intention to quit. Using partial least squares-structural equation • Major findings
modeling (PLS-SEM), the findings revealed that transformational leadership has a
significant and negative effect on intention to quit. Moreover, there is also a
significant and positive relationship between transformational leadership and
employee engagement. Regarding employee engagement and intention to quit, the
results indicated that these two constructs are significantly and negatively related. The
mediation model also suggested that employee engagement mediates the negative
relationship of transformational leadership and intention to quit with small effect size.
Implications of the study in organizations and the directions for future research were
also provided.
• 4 – 7 key
Keywords: transformational leadership, employee engagement, intention to quit, words
mediation model, partial least squares, SEM
 How to Write a Research Abstract?

Castro, S., Lacap, J. P., Garbosa, T. M., Jimenez, E., & Mallari, S. F. (2022). Philippine television network companies’ corporate social
responsibility engagements and electronic word-of-mouth: The intervening role of consumer-company identification. Journal of Asia-Pacific
Business. https://doi.org/10.1080/10599231.2022.2025643
Philippine Television Network Companies’ Corporate
Social Responsibility Engagements and Electronic
Word-of-Mouth: The Intervening Role of
Consumer-Company Identification

• 4 – 7 key words

• Purpose/Aim
• Participants & Sampling
Technique
• Research design
• Statistical treatment
• Major findings
 How to Write a Research Abstract?

Aquino, H. V. A., Yap, T., Lacap, J. P. G., Tuazon, G., & Flores, M. (2021). Food safety knowledge, attitudes, practices and training of fast-
food restaurant food handlers: a moderation analysis. British Food Journal, 123(12), 3824-3840. https://doi.org/10.1108/BFJ-01-2021-0026
 Food safety
knowledge, attitudes,
practices and training
of fast-food
restaurant food
handlers:
a moderation analysis
Enjoy Learning!
94
Contact Details:
Email: [email protected] / [email protected]
LinkedIn: https://ph.linkedin.com/in/sirpaolacap
Researchgate: https://www.researchgate.net/profile/Jean_Paolo_Lacap
Google Scholar: http://bit.ly/JPLACAP
ORCID: https://orcid.org/0000-0002-4152-9061
SCOPUS ID: 57202381704
Web of Science ResearcherID: AAK-3009-2020
AD Scientific Index ID: 4539794

96