The Implementation of Indirect Omotenashi in Airline Passenger Service in Japan

Abstrak

Omotenashi is a uniquely Japanese form of hospitality that emphasises sincerity, attention to detail, and the ability to anticipate customers' needs. In the aviation sector, particularly in airport passenger services, omotenashi has traditionally been expressed through direct interactions between staff and passengers. However, social and operational changes in Japan, such as the phenomenon of Kōreika Shakai (an ageing society) and the increasing adoption of automation technologies, have led to the emergence of a form of service known as indirect omotenashi. This study aims to examine the implementation of indirect omotenashi in passenger services at Japanese international airports. The study employs a qualitative approach using participant observation and in-depth interviews as data collection methods. Data were collected from September 2025 to March 2026 as part of the researcher's internship period at a major international aviation hub in Japan and analysed through triangulation by comparing findings from observations, interviews, and relevant literature. The research findings indicate that indirect omotenashi is manifested through the design of service facilities, information systems, and operational procedures capable of anticipating passengers' needs without always requiring direct interaction with staff, such as the provision of multilingual self-check-in kiosks, self-baggage-tagging systems, visual guides regarding the departure process, and operational coordination among staff behind the passengers. However, despite the increasing use of technology, staff remain essential for assisting passengers who encounter difficulties with self-service systems.