Japanese Love Hotels: Protecting Privacy For Private Encounters

This paper explores a cultural curiosity – Japanese “love hotels.” We explore the historical roots and sociological environment of love hotels. Even with a religious and cultural acceptance of sex in Japan, privacy is still an important aspect of the love hotel business. The ways in which love hotels protect patrons’ privacy is a primary part of the service encounter, and is demonstrated here. The importance of privacy may suggest that the need for sexual privacy may be rooted deep in our evolutionary biology. This is an important lesson for the field of marketing, especially for those in the sex-related industries.


Michael Basil (2007) ,"Japanese Love Hotels: Protecting Privacy For Private Encounters", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 505-510.


Michael Basil, University of Lethbridge, CANADA


E - European Advances in Consumer Research Volume 8 | 2007

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