“ASIANESS”: AN EMERGING CONCEPT IN HOSPITALITY MANAGEMENT

Asia‘s hospitality and tourism industry has built a reputation for offering excellent service. However, surprisingly few researchers recognize the salience of Asian hospitality. This study attempts to address this gap in the literature by exploring the concept of Asian hospitality from the three perspectives of sociocultural context, private/domestic setting, and commercial setting. The findings indicate that Asian hospitality tends to place great focus on the spiritual side of human exchange and the serving of guests naturally from the heart. Providing genuine hospitality works best, and Asian brands make use of the local resources and cultural heritage to provide a feeling of home to guests. Asian brands tend to own their own properties, which results in better control of service quality.