ABSTRACT
Asian authenticity is a main attractor for tourists to visit Asia. The authenticity is manifested mostly in intangible elements of Asian culture and become destination’s uniqueness. This essay paper aims to elaborate how tourism and hospitality sector in Asia tangiblizing the intangible cultures, values and social behavior. This paper also concluded that Asian have a higher sense of hospitality that is influenced by local values and social behavior that are deeply embedded into daily lives and norms of the society.
