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研究生：	二瓶佳實 Nihei, Yoshimi
論文名稱：	日本旅宿產業「款待」服務之跨文化知識管理流程探討 : 以服務設計為視角 Exploring the Cross-cultural Knowledge Management Process of "Omotenashi" Service in Japanese Hospitality Industry: A Service Design Perspective
指導教授：	楊佳翰 YANG, Chia-Han 黃仲菁 Huang, Chung-Ching
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design
論文出版年：	2026
畢業學年度：	114
語文別：	英文
論文頁數：	290
中文關鍵詞：	款待、日本旅館業、跨文化、知識管理、服務設計、外籍員
外文關鍵詞：	Omotenashi, Japanese Hospitality Industry, Cross-culture, Knowledge management, Service design, Foreign employees
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日本旅宿產業為因應長期且持續的人力短缺，日益倚賴外籍員工投入第一線服務。然而，許多外籍員工在面對日本本地旅客時仍會遭遇顯著挑戰，原因在於日本旅客的期待往往建立在「おもてなし（Omotenashi）」之上。這是一種深植於日本高情境溝通文化的待客方式，並仰賴以默會知識與情境判斷為核心的服務實踐。由於 Omotenashi 服務細節背後的「為什麼」經常未被清楚口語化或明確教學，跨文化工作場域中的訓練往往依賴觀察與模仿，進而可能導致外籍員工僅停留在表層行為的「模仿」，而未能真正理解其背後的意圖與判斷邏輯。
儘管既有研究已討論 Omotenashi 與日本旅宿領域中的知識管理議題，但針對外籍員工在跨文化情境下，Omotenashi 之默會知識如何被蒐集、外顯化、分享與更新，仍缺乏系統性的探討。為回應此研究缺口，本研究旨在探究日本旅宿組織中 Omotenashi 的跨文化知識管理流程，並進一步從服務設計視角出發，發展一套以 SECI（社會化—外顯化—組合化—內隱化）模型為基礎的跨文化知識管理流程參考架構。
本研究採質性個案研究取向，聚焦探討：（1）Omotenashi 所蘊含之文化原則；（2）跨文化知識移轉過程中所面臨之困難；（3）強化外顯化與學習支持之可能機會。研究資料透過日本旅宿情境中的半結構式深度訪談與焦點團體蒐集。研究以 SECI 模型結合服務設計方法作為分析與發展框架，用以視覺化知識移轉缺口，並將研究洞見轉化為可操作之流程設計參考。
本研究提出一套兼具實務導向與理論基礎的參考架構，以支持跨文化旅宿職場中 Omotenashi 知識移轉之設計與實踐。研究結果可作為旅宿教育與組織管理之參考，協助在維持服務品質與文化完整性的同時，支持外籍員工之學習與適應，並促進 Omotenashi 在日本旅宿產業中的長期文化保存。

Japanese hospitality industry increasingly relies on foreign employees to address persistent labor shortages. However, many foreign employees face challenges when serving domestic Japanese guests, whose expectations are shaped by Omotenashi, a culturally embedded form of hospitality grounded in Japan’s high-context communication and tacit, situational knowledge. Because the “why” behind Omotenashi details is rarely verbalized, training in cross-cultural workplaces often depends on observation and imitation, which can result in surface-level mimicry without a clear understanding of underlying intent.
Although prior studies have discussed Omotenashi and knowledge management in Japanese hospitality, limited research has examined how Omotenashi tacit knowledge is captured, externalized, shared, and updated for foreign employees in cross-cultural contexts. Addressing this gap, this study explores the cross-cultural knowledge management process of Omotenashi in Japanese hospitality organizations and extend to develop a cross-cultural knowledge management process reference grounded in SECI model from a service design perspective.
Using a qualitative case study approach, the research investigates (1) the cultural principles embedded in Omotenashi, (2) difficulties in cross-cultural knowledge transfer, and (3) opportunities for improving externalization and learning support. Data were collected through semi-structured in-depth interviews and focus groups in Japanese hospitality contexts. The SECI model, combined with service design methods, provides the analytical and developmental framework to visualize knowledge transfer gaps and translate insights into actionable process design.
This research contributes a practically oriented and theoretically grounded reference for designing cross-cultural Omotenashi knowledge transfer in cross-cultural hospitality workplaces. It offers implications for hospitality education and organizations seeking to maintain service quality and cultural integrity while supporting foreign employees’ learning and the long-term cultural conservation of Omotenashi in Japan.

ABSTRACT i
摘要 iii
TABLE OF CONTENTS iv
LIST OF TABLES viii
LIST OF FIGURES ix
CHAPTER 1 INTRODUCTION 1
1 Research Background 1
2 Research Motivation 3
2.1 Industrial Motivation 3
2.2 Academic Motivation 4
2.3 Individual Motivation 6
3 Research Objectives and Questions 7
4 Research Flow 9
5 Key Terminology 10
CHAPTER 2 LITERATURE REVIEW 12
1 Development of the Japanese Hospitality Industry 12
1.1 Concepts and Evolution of the Japanese Hospitality Industry 12
1.2 Benefits and Challenges in the Japanese Hospitality Industry 14
2 Omotenashi in the Japanese Hospitality Industry 17
2.1 Definition and Importance of Omotenashi 17
2.2 Historical and Cultural Origins of Omotenashi 20
2.3 Challenges of Implementing Omotenashi with Foreign Employees 22
3 Cross-cultural Contexts and Foreign Employees as Multicultural Workforce 24
3.1 Foreign Employees as Multicultural Workforce 24
3.2 Characteristics and Constraints of Foreign Employees in Japan 27
3.3 Multicultural Workforce in the Japanese Hospitality Industry 30
4 Knowledge Management in the Japanese Hospitality Organizations 31
4.1 Definition of Knowledge Management 31
4.2 Knowledge Process in the Japanese Hospitality Organizations 34
4.3 Benefits and Challenges of Knowledge Management in Japanese Hospitality Organizations 38
5 Service Design in the Tourism and Hotel Sector 40
5.1 Concepts and Evolution of Service Design 40
5.2 Benefits of Service Design in the Hospitality Industry 41
5.3 Application of Service Design in Enhancing Omotenashi Delivery 43
CHAPTER 3 RESEARCH DESIGN AND METHODS 45
1 Research Design 45
2 Research Methods 50
2.1 Discover: In-depth Interviews with Japanese and Foreign Employees 50
2.2 Define-Oriented Discover: 1st Focus Group with Hotel-School Teachers 51
2.3 Develop: 2nd Focus Group with Foreign Service Designers 53
2.4 Deliver (Test): Prototype-Based Evaluation with Foreign Hotel-School Graduates 55
3 Data Collection 56
3.1 Participant Groups and Roles 57
3.2 Sampling Strategy and Criteria 59
3.3 Data Collection Procedures 60
4 Data Analysis 63
4.1 Thematic Analysis of Interview 63
4.2 Mapping Insights into SECI Spiral Model 66
4.3 Analysis of Deliver-Phase Prototype Evaluation Data 70
CHAPTER 4 RESEARCH RESULT 71
1 Discover: Exploring Omotenashi & Current Practice 71
1.1 Omotenashi as “Details in a Modest Relationship” 71
1.2 Experiences of Foreign Employees in Practicing Omotenashi 76
1.3 Current Omotenashi Knowledge Transfer in Education Settings 78
2 Define: Cross-Cultural Externalization Gap and HMW 82
2.1 Misunderstanding of Omotenashi and the Seven Judgement Axis 82
2.2 Priority Judgement Challenges in Four Dimensions 84
2.3 HMW and Sub-HMW Questions on Priority Judgement 88
2.4 Knowledge Management Diagnosis of the Current SECI Model 93
3 Develop: Ideating a New Cross-Cultural SECI Process 96
3.1 2nd Focus Group with Foreign Service Designers: Design and Outcomes 96
3.2 Idea Selection and Rationale for Choosing AI-Generated Comic-Style (Manga-Style) Storytelling 101
3.3 Designing the “AI-Generated Comic-Style Storytelling” Service Concept 105
3.4 Stage 1 – Creation & Explicit Externalization (Spiral 1: Education Loop) 107
3.5 Stage 2 – Structured Learning & Internalization (Spiral 2: Learning Loop) 110
3.6 Alignment of the Service Concept with the Double Diamond and SECI 112
4 Deliver: Feedback from Foreign Employees on Prototypes 116
4.1 Test Design and Procedure 116
4.2 Prototype Findings: Foreign Employee Feedback 131
4.3 Cross-Prototype Comparison 135
4.4 Service Design Synthesis and Model Refinement 138
CHAPTER 5 DISCUSSION 143
1 Discussion on Research Findings 143
1.1 Reframing Omotenashi as “Details in a Modest Relationship under a Dynamic State” 143
1.2 Priority Judgement as the Core Cross-Cultural Difficulty for Foreign Employees 146
1.3 The Cross-Cultural Externalization Gap in the Current Two-Level SECI Model 150
1.4 A Cross-Cultural Omotenashi Knowledge Management Process Using AI-Generated Comic-Style Storytelling 153
2 Implication for Theory 156
2.1 Implications for Omotenashi and Hospitality Theory 156
2.2 Implications for SECI and Cross-Cultural Knowledge Management 157
2.3 The Value of Service Design Perspective 158
3 Implication for Practice 159
3.1 Education Loop Implications: Hotel Schools and Trainers (Spiral 1) 159
3.2 Learning Loop Implications: Hotel School Students and Omotenashi Learners in the Workplace (Spiral 2) 160
4 Research Limitations 162
5 Recommendation for Future Study 163
CHAPTER 6 CONCLUSION 165
REFERENCES 167
APPENDIX 179
                                    

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