Exploring the impact of Omotenashi and cultural familiarity on perceived authenticity in Japanese ethnic restaurants in Vietnam

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.