Khám phá tác động của omotenashi và sự quen thuộc văn hóa đến tính đích thật cảm nhận tại các nhà hàng Nhật ở Việt Nam

This study investigates the impact of Omotenashi and cultural familiarity on perceived authenticity at Japanese ethnic restaurants in Vietnam. Employing 2x2 between-subjects experimental design, the study manipulated Omotenashi-style service and assessed cultural familiarity among participants, second-year students at The University of Danang - University of Economics. The results indicate that, experiencing Omotenashi significantly increases the perceived authenticity of Japanese restaurants, irrespective of participants’ prior familiarity with Japanese culture. Furthermore, an understanding of Japanese culture enhances perceived authenticity. However, the interaction between Omotenashi and cultural familiarity was not significant. These findings suggest that both Omotenashi and cultural familiarity independently contribute to perceived authenticity, offering valuable insights for restaurant managers and policymakers aiming to promote Japanese culinary culture abroad.