The Impact of Hospitality and Friendliness on 'Experiential Consumption' among Foreign Visitors to Tokyo

Abstract

This study empirically examines the role of “Omotenashi” hospitality and experiential consumption in enhancing satisfaction among foreign visitors to Tokyo. In 2023, as Japan recovered from the pandemic and the depreciation of the yen, inbound tourism rebounded, and experiential consumption showed signs of growth. Statistical methods such as co-occurrence networks and structural equation modeling were used on data from a travel website and a questionnaire survey. It reveals the significance of hospitality and friendly service in driving tourism recovery and meeting Japan's visitor goals, though maintaining service quality remains challenging amid labor shortages.