Concept-Constructing of "Omotenashi" (Japanese Hospitality) and Method of Overseas Exports.

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K17147
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Rissho University
• Principal Investigator: URANO HIROKO 立正大学, 経営学部, 准教授 (40585957)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: おもてなし / ホスピタリティ / サービス / マーケティング / 海外展開

Outline of Final Research Achievements

In this research, I defined the concept of "Omotenashi"（-Japanese Hospitality） based on Japanese culture. And, I extracted and categorized factors that constitute "Omotenashi" by doing literature survey, interview survey to companies and questionnaire survey for consumers. In addition, I conducted case studies of Japanese companies operating overseas, and established a theoretical framework that forms the foundation of overseas expansion of "Omotenashi".

Free Research Field

マーケティング