IMPACT OF KOREAN RESTAURANTS TO THE

COMMUNITY IN OLONGAPO CITY

A Research Presented to

The Faculty of the College of Hospitality & Tourism Management

Gordon College

In Partial Fulfillment

Of the Requirements for the Degree

Bachelor of Science in Hotel & Restaurant Management

Submitted by:

Aguilar, Herald Angel B.

Aguilar, Kim Nicole A.

Balala, Ron John G.

Eligio, Ma.Angielyn S.
 CHAPTER I

INTRODUCTION

Filipinos has always been welcoming of foreign trends and culture. As such, Korean culture

and trends as seen in Korean dramas have invaded and been deeply rooted in Philippine society

today. Korean dramas have greatly influenced the food, fashion, cosmetics, music, and

entertainment industries, as well as people’s views and preferences (Ms. Tangpos).

Food is at the core of cultural content which is developed based on its certain social,

cultural, religious environment and geographical context such as climate, wind, landscape, the

amount of soil. Thus, it helps not only provide tourists opportunities to experience diverse cultures

at a specific destination but also form a national brand based on its distinctiveness. It is considered

as an effective means of differentiating destinations and attracting tourists with its unique and

distinct cuisines. Also, food plays an important role for destinations in generating added value

from tourism through local agricultural systems and supply chains and the local food system (Hall

& Gössling, 2016).

People from different regions are eager to introduce their own ethnic food to people from

around the world. Accordingly, consumption of ethnic food has been increasing and highlighted

during recent decades. As ethnic food has become popular in food markets around the world, there

have been many studies that Korean cuisine which have conducted research regarding what

stimulates individuals to consume ethnic food and what the consequences are of experiencing

ethnic food. However, Korean food has not been in the center of attention. Frequently discussed

cases of ethnic food are cuisines from France, Italy, China and Thailand, which are countries

successful in globalizing their food and becoming popular tourist attractions. Even though there
has been gradual growth of ethnic food trends in the world, Korean food is still considered as a

novel cuisine.As time goes by, Korean restaurant have become one of the highly recommended

and one of the fastest growing community and Filipinos have more interests in Korean foods (Chun

& Kim, 2009).

The French cuisine has a big imprint to Filipino food culture. Today, the Filipino cuisine

is a multi-layered expression of history and culture. In the “native” or indigenous foods like

sinigang, pinangat and pinais, it has a very Malay matrix. As seen from everyday food like lumpia,

pancit and mami, it has very strong Chinese influences (Fernandez, 2016). Initial research shows

the items are sparse compared with other outside influences with regards to Japanese influence,

but there is at least a clear influence. Mongo con hielo, or red bean preserves on top of finely

shaved ice, is said to be a Japanese influence. So is the practice of preserving two other beans in

syrup: garbanzos and kidney beans. Therefore, the halo-halo is basically inspired by the Japanese

shaved ice dessert called kakigori (Japanese Influences in Philippine Cuisine, 2014). The

Americans have brought their staple food of burgers, pies and salads.Filipino adopt the style of

fast-food chains which originally came up in America (Kleinfelder, 2004).

A community is a social unit (a group of living things) with commonality such

as norms, religion, values, customs, or identity. Communities may share a sense of place situated

in a given geographical area (e.g. a country, village, town, or neighborhood) or in virtual space

through communication platforms. Durable relations that extend beyond immediate genealogical

ties also define a sense of community, important to their identity, practice, and roles in

social institutions such as family, home, work, government, society, or humanity at large.Although

communities are usually small relative to personal social ties, "community" may also refer to large
group affiliations such as national communities, international communities, and virtual

communities.

Before the year 2000, Korean cooking, let alone Korean restaurants were practically

unheard of in the Philippines. It took television, specifically the Korean drama Jewel in the Palace

to introduce what Korean cuisine is all about. The gradual opening of Korean restaurants was

originally intended to cater to Korean expatriates in the Philippines. However, as curiosity among

Filipinos brought them to Korean restaurants, the general shock brought by spicy fermented

vegetables or kimchi created the imagined concept that ―Korean food is altogether spicy. While

it created an othering exoticisation of Korean culture, it created at least two divergent attitudes

among Filipino consumers: (1) dilution or the search for toned down or Filipinised version of

Korean cuisine, and (2) authenticity or the desire for ―authentic‖ Korean cooking. From these

attitudes can be derived the opening that Korean culture can be understood through by Filipinos

through a sustained fascination towards this foreign culture. Hansik is a product of millennia of

cultural ecology in which Koreans created thousands of recipes based on topographic-

environmental, religious-philosophical, and socioeconomic realities. This historical reality

however lacks the necessary cultural interpretation and explanation. It is at this juncture that this

paper explores the transmission and reception of hallyu through food production (cooking),

presentation, and promotion in commercial restaurants, popular media, and government agencies

such as the Korean Cultural Center in the Philippines and the Korea Tourism Organization. This

paper looks at the Filipino imagining of Korean culture through the consumption of Korean

cuisine, diluted or authentic.

Evolving understanding of the theory underpinning this work using the conceptual

framework as a research tool constituted important learning experiences derived from the research

process. The acknowledging of the risks associated with limiting the research findings by using a

conceptual framework to inform the research task was essential. As with any relational analysis,

development of a conceptual framework assists the researcher by providing tools with which to

complete two processes suggested by Bliss et al (1983).

The first part refers to the input by collecting the demographic profile of the customers as

a respondent of this study, that describe the age, gender, marital status, occupation, highest

educational attainment of the customers. The second part is economic impacts, effects on the level

of economic activity in a given area. The third part is the cultural impact we are lucky to see and

share experiences with people whose cultures, beliefs and world views differ from our own.

The researchers will manage to learn how cuisine is actually changes the game on food

dilemma especially with the community of Olongapo City. Often we welcome the idea of trying

the new trend, what taste is in as of the moment, but the hurricane will set and there we go again

looking for another palette that will entice our choices.

INPUT PROCESS OUTPUT

1. Demographic profile of the

The input presents the demographic profile of the respondents, and The Impacts of the

Korean Restaurant to the Community. The interviews and surveys are needed to conduct to seek

answers on the stated problems in this chapter. On the next figure called process, it introduces the

different methods for gathering data and information. Through conducting interviews, opinions

are received from the respondents while distributing survey questionnaires can provide answers to

the research problem and analyzing these answers can be the way to formulate the appropriate

solutions for the research problem. The last figure called output of conceptual framework, presents

the result and final output of the research.

Statement of the Problem

This study aims to answer and understand the degree of Impact of Korean restaurants to

the economy of Olongapo City , this will also aims to know how Korean restaurants helps the

community and how Koreans change the culture of most people in Olongapo City.

Specific Problem

Specifically, the study is designed to answer the following questions:

1. What is the profile of the respondents in terms of ;

2. What are the Impacts of the Korean Restaurants to the community of Olongapo City in terms of:
2.1 Economic
2.2 Cultural

3. Is there a significant relationship between the profile of the respondents and the impact of the
Korean restaurants to the community?
4. What are the implications of the study to the community of Olongapo City?

Hypothesis

There is a significant relationship between the profile of the respondents and the impact of

the Korean restaurant to the community of Olongapo City.

Scope and Delimitation.

This research entitled “Impacts of Korean Restaurants to the Community of Olongapo City

“focuses on determining the Economic and Cultural Impacts of K restaurants to the Community.

This study focuses to certain customers of K restaurant in Olongapo City, through

providing some survey questionnaires to its respondents which they answer the question . The

researcher will have an interview to the consumers of chosen establishment.

After this study others researchers, students, professor, and we as the students would gain

more knowledge about the impacts of the Korean restaurants to the community.

This study will be significant to the following:

Researchers. This study helps the researchers to have an idea and knowledge to the

different impacts of the Korean restaurant to the community.

Community. The residents of Olongapo City will benefit in a way that they will know the

Impacts of Korean Restaurant in the City, and to accept and embrace Korean culture.

Owner of the Restaurant. This will be significant to the owner to learn more about the

current trend that may help to the increase of their sales.

Tourists. This will be significant to the tourists especially to those people who are after

the food experience which the Korean restaurant of Olongapo City has to offer.

Future Researchers. This study will be significant for the future researchers as it can be

a future reference for their study regarding the Impact of Korean Restaurants to Filipino in

Olongapo City.

Definition of Terms

Restaurant - a place where people pay to sit and eat meals that are cooked and served on the

premises.

Food - any nutritious substance that people or animals eat or drink or those plantsthat absorb in

order to maintain life and growth.

values, customs, or identity.

Ethnic - relating to or characteristic of a large group of people who have the same national, racial,

or cultural origins, and who usually speak the same language: an ethnic neighborhood.

Social - relating to society or its organization.

Cultural - relating to the ideas, customs, and social behavior of a society.

Exquisiteness - to mean finely or delicately made or done.

Authentic - of undisputed origin; genuine

Hansik - meaning Korean food, contains less meat than most traditional Western or Chinese

cuisine, and features a wide variety of fermented foods, assorted vegetable dishes, and

rice.

CHAPTER II

RESEARCH METHODOLOGY

Research Design

The researchers used descriptive research design in this study. Descriptive research is

defined as a research method that describes the characteristics of the population or phenomenon
that is being studied. This methodology focuses more on the “what” of the research subject rather

than the “why” of the research subject.

The researchers will be using quantitative process in the study. Descriptive research is

a quantitative research method that attempts to collect quantifiable information to be used for

statistical analysis of the population sample. It is an popular market research tool that allows to

collect and describe the nature of the demographic segment. This aims to classify features, count

and construct statistical models in an attempt to explain what is observed. Quantitative data is more

efficient and able to test hypothesis (Miles & Huberman, 2009).

The Kendall’s correlation formula will be utilized as well to compute the data to be

gathered and frequency, percentage, and ranking to analyze and interpret data.

Population and Samples

The researchers choose certain customers of K restaurant in Olongapo as a respondent of

this study, through providing some survey questionnaires to its respondents which they answer the

question. The researcher will have an interview to the consumers of chosen establishment.

The selected customers of K restaurant in Olongapo City are needed for the extraction of

data and will be visited to conduct the survey. Every individual group will have an equal

opportunity to be a respondent that falls under the random sampling method.

Research Locale

Olongapo, officially the City of Olongapo or simply as Olongapo City, is a first class highly

urbanized city in Central Luzon, Philippines. Located in the province of Zambales but governed
independently from the province, it has a population of 233,040 people according to the 2015

census.

OLONGAPO CITY MAP

Research Instruments

A questionnaire will be utilized for the gathering of quantitative data to achieve the

primary objective of the study which is to determine the impact of Korean restaurants to Filipino

of Olongapo, City.
 The questionnaire to be used for this study will be contracted by the researchers. It is

designed in such a way where respondents will be able to understand and answer the questions

with ease. Questions are structured using Likert Scale method – a rating scale that respondents will

indicate his or her degree of agreement to a statement.

Data Gathering Procedure

A set of questionnaire for the respondents was prepared. It will be distributed to the subject

of the study and be personally given by the researchers. The researchers will give enough time for

the respondents to complete answering the questionnaire and will be collected after the given time.

The data to be gathered within the process will be kept as confidential.

The questionnaire is divided into three (3) parts. The first part is concentrated on the profile

of the respondents which will determine their age, gender, marital status, occupation highest

educational attainment, time preference, and time preference in the restaurant.

The second part will ask the respondents' about their level of understanding about the

differents factors that may affect to the community. The researchers will manage to learn how the

people understands the advantage if this advantages of the Korean restaurant to the community.

that will entice our choices, this study will also seek answers to what triggers the Community to

stay in the Korean spell for a bit longer now.

Finally, the third part is to identify some socio-cultural impacts that may affect the

community

Validation of the Instrument

what it intends to measure. Consulting an expert is an important part as the researchers consulted

persons who are knowledgeable and have the expertise on the subject matter or who can give the

researchers an insight on how they can approach certain topics in order for them to obtain the

information they needed.

The researchers consulted the research adviser with regards to the validity of the questions

to the respondents as well as the grammar used, which in turn pointed out some areas that need

rephrasing in order to make it more grammatical, and in items that are redundant and needed to be

revised to make the questionnaire more concise.

Statistical Treatment of the Data

The researchers will be using frequency, percentage, and ranking procedures to analyze

and interpret data to be obtained. Frequency will be used to determine the distributions of

respondents in each category; percentages will be used to show the relationships between pair of

magnitudes and how a part perform in a specified way with the whole group rankings reinforced

the positional importance of an item that will be used.

The study will determine the overall relationship among the rankings of the respondent

related to the impact of Korean restaurants to the community.