College of Business

To promote scientific research activities and enhance international publication capacity within the UEH academic community, on December 30, 2025, the School of Tourism – College of Business UEH organized a specialized seminar series titled “Developing Publishable Research from Curiosity, Creativity, and Passion.” The program featured sharing and guidance from Dr. Su Ngoc Diep, Lecturer at Holmesglen Institute (Melbourne, Australia). The seminar series was delivered through two specialized sessions, designed for different groups of participants, including UEH lecturers, PhD candidates, postgraduate students, and undergraduate students.

Dr. Su Ngoc Diep is an experienced researcher in the social sciences and management, adopting an interdisciplinary approach that focuses on consumer behavior, tourism and transportation, sustainable consumption, and human resource management in tourism and service industries. She has authored and co-authored over 30 scientific papers published in reputable international journals ranked Q1, SSCI, and A*/A (ABDC), with approximately 3,000 citations and an H-index of 25. According to the Stanford University ranking, Dr. Su is currently among the top 2% of the world’s most influential scientists. In addition, she has substantial experience in conducting applied research and mentoring students in scientific research projects that have received multiple awards at both national and institutional levels.

A representative of the School of Tourism expressed appreciation to the keynote speaker in the morning session

During the morning session for lecturers, PhD candidates, and postgraduate students, the keynote speaker focused on methodological discussions and academic orientations related to developing research with strong potential for international publication. The presentation clarified the process of creating a scientific study, beginning with identifying research problems derived from teaching practices, professional work experiences, and contemporary social phenomena. Based on this foundation, Dr. Su emphasized the crucial role of academic curiosity, critical thinking, and creativity in forming meaningful research questions with theoretical significance, practical relevance, and clear academic contributions.
A key highlight of the session was the introduction and application of the 4P Framework (People – Problems – Programs – Phenomena) as a systematic tool for developing research ideas. According to Dr. Su, the 4P Framework enables researchers to approach issues from multiple levels of analysis, including research subjects, societal challenges, policy programs or interventions, and broader industry or social trends. Applying this framework helps clarify research focus, narrow analytical scope, and enhance the identification of academically valuable research gaps.

 
Dr. Su Ngoc Diep is exchanging with UEH lecturers, PhD candidates, and postgraduate students

The morning session also covered core requirements for effective research practice, including building sustainable research habits, systematically searching and evaluating scientific literature, distinguishing different types of research gaps, and utilizing research support tools and reference management systems in accordance with international academic standards. These discussions supported participants in better understanding the relationship between basic and applied research, as well as how to connect theory with real-world issues in contemporary research.

 
Dr. Su Ngoc Diep is exchanging with UEH lecturers, PhD candidates, and postgraduate students

Continuing the academic exchange, the afternoon session was designed specifically for UEH undergraduate students, focusing on shaping research thinking from the initial stage. In this session, Dr. Su encouraged students to view research as a process that begins with questions and issues requiring explanation and is developed through systematic observation of phenomena in learning, daily life, and society. The presentation centered on identifying areas of interest, developing research questions, analyzing research problems, and gradually forming feasible research topics.

An Overview of the Program

Through illustrative examples related to topics such as heritage tourism, tourist behavior, and destination experiences, the speaker guided students in applying the 4P Framework to analyze research problems. She also introduced fundamental steps for searching and evaluating academic literature, identifying research gaps, and leveraging technology to support learning and research. Moreover, the speaker’s practical mentoring experience inspired students to actively engage in research activities early in their university journey.

A representative of the School of Tourism expressed appreciation to the keynote speaker in the afternoon session.

The seminar series concluded in a serious yet enthusiastic academic atmosphere, fostering meaningful connections across different levels of training and helping spread the spirit of research throughout the UEH community. Through this initiative, the School of Tourism – College of Business UEH continues to strengthen its efforts to build a professional academic environment, enhance engagement with international experts, and promote scientific research aligned with global academic standards.