Omotenashi in Service Marketing and Festival Tourism The Sapporo Odori Beer Garden 2026

Abstract

This article examines omotenashi as a cultural and organizational orientation in service marketing and extends its application from lodging to festival tourism through the Fukushi-kyosan Sapporo Odori Beer Garden 2026. The study adopts an integrative literature review supported by a documented platform-based search strategy focused on omotenashi, Japanese hospitality, customer experience, service management, event quality, festival experience, co-creation, trust, personalization, and intercultural interaction. The analytical corpus includes fifteen substantive academic studies that met the relevance criteria, complemented by official documentary sources used to examine the 2026 event. Thematic analysis identifies four service manifestations anticipation of needs, personalization, attention to detail, and human relationships supported by organizational consistency and conditioned by functional quality and cultural context. The Sapporo application shows how these categories can interpret reservation design, tourist-specific Omotenashi Seats, multiple service environments, information, ordering, seating, and host–visitor interaction without treating institutional communication as evidence of satisfaction or loyalty. The findings position omotenashi as an analytical framework for service marketing across hospitality and festival settings and identify contextual appropriateness as the principle linking service design to visitor experience.