An approach to adapt Japanese hospitality Omotenashi to homestay business in Sukhothai Province

Abstract

This qualitative research aims to 1) analyze the perception and behavioral pattern of Japanese hospitality Omotenashi among homestay entrepreneurs 2) analyze Japanese hospitality Omotenashi perceived by customers and 3) synthesize gaps in such perceptions of entrepreneurs and customers in order to identify a new approach for the development of personnel in the hospitality industry and provide an alternative to improve service experiences of Thai and foreign tourists. Based on the concept of Japanese hospitality Omotenashi, data were collected through participant observation, structured interviews, and focus groups for thematic analysis from homestay entrepreneurs and their customers in the Sukhothai Historical Park and Si Satchanalai Historical Park’s peripheral area. The results showed that entrepreneurs perceived Japanese hospitality Omotenashi as the same as their customers in terms of cleanliness standards, taking care of safety, keeping smooth relationships, trying to satisfy the different needs of customers, being considered, and paying attention to equality and role interplay between service providers and customers in observable and measurable manners. While food preparation standards and some aspects of hospitality have been disregarded. The aforementioned results contribute to practical approaches for human resource development in the homestay business and other hospitality industries as a whole in Thailand with Japanese hospitality Omotenashi. Approaches to carry out seminar workshops to promote actionable and measurable Omotenashi for accredited homestay entrepreneurs and further study on overlooked aspects of Omotenashi were also discussed.