[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:05.10,0:00:07.38,Default,,0000,0000,0000,,Ok, in this class\Nwe are going to look at tourism
Dialogue: 0,0:00:07.38,0:00:10.08,Default,,0000,0000,0000,,as a global\Nand multifaceted phenomenon,
Dialogue: 0,0:00:10.32,0:00:13.92,Default,,0000,0000,0000,,and at how important this is for\Nthe sustainable transformation of tourism.
Dialogue: 0,0:00:16.32,0:00:17.64,Default,,0000,0000,0000,,Let's see some numbers.
Dialogue: 0,0:00:17.64,0:00:22.52,Default,,0000,0000,0000,,Before the pandemic,\Nglobal tourism made up
Dialogue: 0,0:00:23.20,0:00:27.08,Default,,0000,0000,0000,,approximately 10.4% of global GDP
Dialogue: 0,0:00:27.84,0:00:31.56,Default,,0000,0000,0000,,and provided over 300 million jobs.
Dialogue: 0,0:00:31.56,0:00:33.46,Default,,0000,0000,0000,,These numbers are important,
Dialogue: 0,0:00:34.13,0:00:37.47,Default,,0000,0000,0000,,but we also have to take into account\Nwhat we'll see next.
Dialogue: 0,0:00:38.32,0:00:41.92,Default,,0000,0000,0000,,Here we have a graph\Nform the World Tourism Organization
Dialogue: 0,0:00:41.92,0:00:45.12,Default,,0000,0000,0000,,in which we see\Npre-pandemic projections.
Dialogue: 0,0:00:46.04,0:00:49.80,Default,,0000,0000,0000,,We can see that\Nthe sector's growth outlook was broad.
Dialogue: 0,0:00:50.52,0:00:54.04,Default,,0000,0000,0000,,And as we see here\Nthe forecast was set for 2030,
Dialogue: 0,0:00:54.52,0:00:58.36,Default,,0000,0000,0000,,and this forecast was calculated
Dialogue: 0,0:00:59.52,0:01:02.80,Default,,0000,0000,0000,,by measuring the arrivals\Nof international tourists,
Dialogue: 0,0:01:02.80,0:01:04.32,Default,,0000,0000,0000,,tourist arrivals.
Dialogue: 0,0:01:04.32,0:01:09.84,Default,,0000,0000,0000,,As we can see, from this viewpoint there\Nhas been no impact from the pandemic.
Dialogue: 0,0:01:09.84,0:01:13.38,Default,,0000,0000,0000,,Therefore,\Nwe can deduce that the sector expected,
Dialogue: 0,0:01:13.38,0:01:16.18,Default,,0000,0000,0000,,and still expects\Nafter the effects of the pandemic,
Dialogue: 0,0:01:16.26,0:01:18.96,Default,,0000,0000,0000,,broad and significant growth.
Dialogue: 0,0:01:19.26,0:01:21.12,Default,,0000,0000,0000,,But this isn't\Nthe only important thing.
Dialogue: 0,0:01:21.12,0:01:24.92,Default,,0000,0000,0000,,We'll see other questions\Nthat are also important.
Dialogue: 0,0:01:25.40,0:01:27.52,Default,,0000,0000,0000,,Because tourism is more than just numbers.
Dialogue: 0,0:01:27.52,0:01:31.44,Default,,0000,0000,0000,,It is important to know numbers\Nsuch as GDP impact or percentage
Dialogue: 0,0:01:31.84,0:01:35.80,Default,,0000,0000,0000,,and other economic statistics,\Nsuch as jobs created and others.
Dialogue: 0,0:01:35.80,0:01:39.64,Default,,0000,0000,0000,,But it's also important\Nto look at other facets,
Dialogue: 0,0:01:39.64,0:01:43.96,Default,,0000,0000,0000,,and that is why in today's lesson\Nwe're talking about different facets.
Dialogue: 0,0:01:44.28,0:01:46.36,Default,,0000,0000,0000,,And to that end I propose an exercise.
Dialogue: 0,0:01:46.60,0:01:51.00,Default,,0000,0000,0000,,We're going to do a kind of brainstorming,\NI'll also start doing it with you,
Dialogue: 0,0:01:51.00,0:01:54.90,Default,,0000,0000,0000,,in which we are going to think of concepts\Nand activities related to tourism.
Dialogue: 0,0:01:55.40,0:01:58.60,Default,,0000,0000,0000,,And I'll start with, for example,\Nas we can see, with excitement.
Dialogue: 0,0:01:58.64,0:02:01.56,Default,,0000,0000,0000,,Excitement is an activity\Nwhich is related to tourism.
Dialogue: 0,0:02:01.80,0:02:06.17,Default,,0000,0000,0000,,When we a are going on a trip,\Ngoing with family or with friends,
Dialogue: 0,0:02:06.17,0:02:09.96,Default,,0000,0000,0000,,we feel excitement and it is one\Nof the most important aspects.
Dialogue: 0,0:02:09.96,0:02:12.84,Default,,0000,0000,0000,,OK, let's continue thinking\Nof random words.
Dialogue: 0,0:02:13.08,0:02:14.83,Default,,0000,0000,0000,,We could also say the senses,
Dialogue: 0,0:02:15.12,0:02:18.20,Default,,0000,0000,0000,,everything we experience at a destination\Ncomes from the senses.
Dialogue: 0,0:02:18.60,0:02:22.52,Default,,0000,0000,0000,,The environment, society, administration,
Dialogue: 0,0:02:22.68,0:02:25.21,Default,,0000,0000,0000,,understood as government\Nand civil service.
Dialogue: 0,0:02:25.50,0:02:28.44,Default,,0000,0000,0000,,Also, health and safety, investments,
Dialogue: 0,0:02:29.40,0:02:31.84,Default,,0000,0000,0000,,education, cuisine.
Dialogue: 0,0:02:32.64,0:02:34.88,Default,,0000,0000,0000,,There is science and research,
Dialogue: 0,0:02:35.36,0:02:39.92,Default,,0000,0000,0000,,but we can also think about\Nart, events, communication,
Dialogue: 0,0:02:40.80,0:02:44.32,Default,,0000,0000,0000,,businesses, infrastructure or innovation.
Dialogue: 0,0:02:45.04,0:02:48.44,Default,,0000,0000,0000,,I can think of many more\Nconcepts and activities
Dialogue: 0,0:02:48.88,0:02:50.32,Default,,0000,0000,0000,,that are related to tourism.
Dialogue: 0,0:02:50.32,0:02:54.08,Default,,0000,0000,0000,,But as we are seeing right now\Nthere are many things.
Dialogue: 0,0:02:54.08,0:02:58.84,Default,,0000,0000,0000,,We always said that tourism\Nis very multidisciplinary sector,
Dialogue: 0,0:02:58.84,0:03:01.60,Default,,0000,0000,0000,,it is sector with a very horizontal reach,
Dialogue: 0,0:03:01.82,0:03:05.76,Default,,0000,0000,0000,,that encompasses many subsectors\Nand activities within one sector.
Dialogue: 0,0:03:06.40,0:03:09.80,Default,,0000,0000,0000,,That is why what we are trying\Nto do here is to look at that.
Dialogue: 0,0:03:10.00,0:03:13.52,Default,,0000,0000,0000,,We want to see\Nwithin these activities and facets
Dialogue: 0,0:03:13.92,0:03:17.24,Default,,0000,0000,0000,,how we can act\Nor how we can act to put forwards
Dialogue: 0,0:03:17.44,0:03:21.08,Default,,0000,0000,0000,,sustainable projects, \Nprojects for real sustainable change.
Dialogue: 0,0:03:22.56,0:03:28.04,Default,,0000,0000,0000,,Here we can see the United Nation's\NSustainable Development Goals.
Dialogue: 0,0:03:29.08,0:03:33.16,Default,,0000,0000,0000,,Ok, as we can see\Nthere are also facets here.
Dialogue: 0,0:03:33.20,0:03:39.17,Default,,0000,0000,0000,,The Sustainable Development Goals\Nare a multifaceted representation.
Dialogue: 0,0:03:39.69,0:03:42.13,Default,,0000,0000,0000,,Among other things\Nwe will later analyze the success
Dialogue: 0,0:03:42.13,0:03:45.22,Default,,0000,0000,0000,,of the Sustainable Development Goals\Nand why they're talked about.
Dialogue: 0,0:03:45.22,0:03:48.56,Default,,0000,0000,0000,,But notice that it covers multiple facets.
Dialogue: 0,0:03:48.56,0:03:53.60,Default,,0000,0000,0000,,We are talking about things that,\Nin most cases, are related to tourism.
Dialogue: 0,0:03:53.60,0:03:56.84,Default,,0000,0000,0000,,If we think about these\NSustainable Development Goals,
Dialogue: 0,0:03:57.12,0:04:01.16,Default,,0000,0000,0000,,the 17 we are seeing right now,\Nwe see that most of them
Dialogue: 0,0:04:01.44,0:04:04.33,Default,,0000,0000,0000,,have something to do with tourism\Nand are related to tourism.
Dialogue: 0,0:04:04.36,0:04:08.00,Default,,0000,0000,0000,,Sure enough,\Nworking on sustainable tourism projects
Dialogue: 0,0:04:08.00,0:04:13.51,Default,,0000,0000,0000,,can help us reduce poverty and hunger,\Nit can help us improve heath,
Dialogue: 0,0:04:13.94,0:04:18.32,Default,,0000,0000,0000,,it can help us impact\Neducation and training.
Dialogue: 0,0:04:18.76,0:04:21.68,Default,,0000,0000,0000,,If we connect this\Nto what we were talking about before,
Dialogue: 0,0:04:21.88,0:04:25.56,Default,,0000,0000,0000,,we can see that even just brainstorming\Nwe are touching on the SDGs.
Dialogue: 0,0:04:25.68,0:04:31.40,Default,,0000,0000,0000,,Simply developing a series of ideas\Nwe can see they coincide with the SDGs.
Dialogue: 0,0:04:32.00,0:04:36.74,Default,,0000,0000,0000,,And in the end, all of the other ones,\Nthe ones dealing with industry, energy,
Dialogue: 0,0:04:36.74,0:04:41.65,Default,,0000,0000,0000,,water and water management, etc...\Nare all related in one way or another,
Dialogue: 0,0:04:41.65,0:04:46.94,Default,,0000,0000,0000,,as we were saying,\Nand practically the majority can be seen
Dialogue: 0,0:04:46.94,0:04:51.68,Default,,0000,0000,0000,,from the point of view of a company\Nin the tourism sector or of a destination.
Dialogue: 0,0:04:54.40,0:04:56.00,Default,,0000,0000,0000,,Ok, as I asked before,
Dialogue: 0,0:04:56.00,0:05:00.24,Default,,0000,0000,0000,,why are the United Nation's\NSustainable Development Goals successful?
Dialogue: 0,0:05:00.56,0:05:03.48,Default,,0000,0000,0000,,Well, it's really because of\Nwhat we're seeing in this lesson,
Dialogue: 0,0:05:03.48,0:05:04.98,Default,,0000,0000,0000,,it's because they add facets,
Dialogue: 0,0:05:05.21,0:05:10.00,Default,,0000,0000,0000,,but they do it in a specific way\Nthat makes them easy to understand.
Dialogue: 0,0:05:13.44,0:05:15.00,Default,,0000,0000,0000,,We can see in occasions
Dialogue: 0,0:05:15.00,0:05:17.22,Default,,0000,0000,0000,,when we talk about\Ncomprehending things easily,
Dialogue: 0,0:05:17.22,0:05:20.56,Default,,0000,0000,0000,,that we need to think about how\Nsociety does not absorb in the same way
Dialogue: 0,0:05:20.56,0:05:24.44,Default,,0000,0000,0000,,approaches only centered\Non calculation and technology.
Dialogue: 0,0:05:24.44,0:05:25.76,Default,,0000,0000,0000,,What does this mean?
Dialogue: 0,0:05:25.76,0:05:29.58,Default,,0000,0000,0000,,That when we want to do\Na sustainable development tourism project
Dialogue: 0,0:05:29.58,0:05:32.91,Default,,0000,0000,0000,,it is great to try calculating\Nthe carbon footprint or water footprint,
Dialogue: 0,0:05:32.91,0:05:36.60,Default,,0000,0000,0000,,or to try using terms\Nsuch as monitoring, etc.
Dialogue: 0,0:05:36.60,0:05:40.18,Default,,0000,0000,0000,,But if we really want\Nto impact society as a whole,
Dialogue: 0,0:05:40.18,0:05:42.64,Default,,0000,0000,0000,,for example with schools,
Dialogue: 0,0:05:43.84,0:05:47.24,Default,,0000,0000,0000,,kids, students\Nof all ages and developments,
Dialogue: 0,0:05:47.64,0:05:52.11,Default,,0000,0000,0000,,we have to be aware\Nthat we have to take that language
Dialogue: 0,0:05:52.11,0:05:56.31,Default,,0000,0000,0000,,and make it understandable,\Nin a way, we can't get too technical.
Dialogue: 0,0:05:56.31,0:05:59.54,Default,,0000,0000,0000,,And we also have to think\Nthat when we talk carbon footprint,
Dialogue: 0,0:05:59.54,0:06:03.56,Default,,0000,0000,0000,,when we talk about water footprint,\Nwhen we talk about energy,
Dialogue: 0,0:06:03.56,0:06:05.03,Default,,0000,0000,0000,,about energy calculation,
Dialogue: 0,0:06:05.12,0:06:09.36,Default,,0000,0000,0000,,we have to be aware that we are\Nonly talking about very specific facets,
Dialogue: 0,0:06:09.64,0:06:14.32,Default,,0000,0000,0000,,and that sustainability is much broader\Nand covers the rest of things we've seen,
Dialogue: 0,0:06:14.60,0:06:18.20,Default,,0000,0000,0000,,from biodiversity\Nto natural areas and society.
Dialogue: 0,0:06:20.16,0:06:24.51,Default,,0000,0000,0000,,We are going to return for a moment\Nto this image of the SDGs,
Dialogue: 0,0:06:24.76,0:06:27.53,Default,,0000,0000,0000,,to the SDG image in which\Nwe can see all the colors.
Dialogue: 0,0:06:27.72,0:06:31.84,Default,,0000,0000,0000,,As we say, part of their success\Nand part of why they are talked about
Dialogue: 0,0:06:31.84,0:06:34.08,Default,,0000,0000,0000,,in businesses,\Ngovernments, and destinations,
Dialogue: 0,0:06:34.52,0:06:38.71,Default,,0000,0000,0000,,and even that, for example,\Nhotel chains are implementing it right now
Dialogue: 0,0:06:38.71,0:06:43.84,Default,,0000,0000,0000,,within their methodology and their\NCorporate Social Responsibility Reports,
Dialogue: 0,0:06:44.08,0:06:45.67,Default,,0000,0000,0000,,evaluating them one by one,
Dialogue: 0,0:06:45.67,0:06:51.04,Default,,0000,0000,0000,,is because, if we look,\Nthey are easy to interpret.
Dialogue: 0,0:06:51.40,0:06:54.68,Default,,0000,0000,0000,,They have the goal's title,
Dialogue: 0,0:06:54.88,0:06:58.42,Default,,0000,0000,0000,,they have a color,\Nthey have a shape, and they are organized.
Dialogue: 0,0:06:58.72,0:07:03.04,Default,,0000,0000,0000,,This, even though it sometimes\Nseems unimportant, really isn't.
Dialogue: 0,0:07:03.04,0:07:05.76,Default,,0000,0000,0000,,We'll have to try to make\Nour sustainability projects
Dialogue: 0,0:07:06.16,0:07:07.94,Default,,0000,0000,0000,,simple and minimalistic,
Dialogue: 0,0:07:07.94,0:07:12.00,Default,,0000,0000,0000,,but also have them touch on facets\Nthat can stimulate thought in society.
Dialogue: 0,0:07:14.64,0:07:18.80,Default,,0000,0000,0000,,We are going to go one step further\Nin what would be studying
Dialogue: 0,0:07:19.12,0:07:22.64,Default,,0000,0000,0000,,that multifaceted character\Nthat we have mentioned tourism has.
Dialogue: 0,0:07:23.16,0:07:26.32,Default,,0000,0000,0000,,We are going to quickly analyze\Na tourist destination.
Dialogue: 0,0:07:26.32,0:07:30.20,Default,,0000,0000,0000,,Here we are only seeing two elements\Nthough we could analyze many more:
Dialogue: 0,0:07:30.20,0:07:32.56,Default,,0000,0000,0000,,Tangible and Intangible elements.
Dialogue: 0,0:07:33.08,0:07:36.44,Default,,0000,0000,0000,,As we can see, we can even add\Nto the facets we have already seen,
Dialogue: 0,0:07:36.44,0:07:40.60,Default,,0000,0000,0000,,the ones we already commented on,\Nfacets related to tourism,
Dialogue: 0,0:07:41.16,0:07:45.17,Default,,0000,0000,0000,,administration, health,\Nsecurity, etc...
Dialogue: 0,0:07:45.17,0:07:49.55,Default,,0000,0000,0000,,To those facets, if we want to,\Nwe can add these two we are seeing.
Dialogue: 0,0:07:49.55,0:07:51.91,Default,,0000,0000,0000,,We go to a specific tourist destination
Dialogue: 0,0:07:52.27,0:07:56.60,Default,,0000,0000,0000,,and we start to observe\Nthe tangible and intangible elements.
Dialogue: 0,0:07:57.20,0:08:01.36,Default,,0000,0000,0000,,We all know that in a tourist destination\Nwe encounter physical, tangible elements,
Dialogue: 0,0:08:01.36,0:08:05.12,Default,,0000,0000,0000,,such as viewpoints, infrastructure,
Dialogue: 0,0:08:05.88,0:08:09.52,Default,,0000,0000,0000,,certain hikes, \Nand certain things that can be physical
Dialogue: 0,0:08:10.00,0:08:13.36,Default,,0000,0000,0000,,or they can also be non-physical,\Nthey can be intangible.
Dialogue: 0,0:08:13.76,0:08:17.44,Default,,0000,0000,0000,,And in that way a tourist destination\Nshould have an image,
Dialogue: 0,0:08:17.44,0:08:21.00,Default,,0000,0000,0000,,it should have design services,\Nit can have a logo, for example,
Dialogue: 0,0:08:21.16,0:08:25.28,Default,,0000,0000,0000,,but it can also have elements \Nsuch as the culture of the destination,
Dialogue: 0,0:08:25.96,0:08:31.28,Default,,0000,0000,0000,,its legends, holidays, traditions\Ntaken to the written word, etc.
Dialogue: 0,0:08:31.28,0:08:34.92,Default,,0000,0000,0000,,Imagine the amount of facets\Nwe can analyze
Dialogue: 0,0:08:35.32,0:08:39.20,Default,,0000,0000,0000,,joining what we saw before\Nabout the tourism sector,
Dialogue: 0,0:08:39.48,0:08:43.72,Default,,0000,0000,0000,,with what we are seeing now\Nabout the tourist destination.
Dialogue: 0,0:08:46.44,0:08:49.40,Default,,0000,0000,0000,,At the same time as we are looking\Nat this image
Dialogue: 0,0:08:50.16,0:08:52.88,Default,,0000,0000,0000,,of the multifaceted nature of tourism
Dialogue: 0,0:08:52.99,0:08:54.86,Default,,0000,0000,0000,,we also have to take into account that,
Dialogue: 0,0:08:54.86,0:08:57.48,Default,,0000,0000,0000,,at the same time,\Ndestinations compete among themselves.
Dialogue: 0,0:08:57.48,0:09:00.08,Default,,0000,0000,0000,,But they compete slash collaborate.
Dialogue: 0,0:09:00.36,0:09:05.01,Default,,0000,0000,0000,,It's true that tourist destinations...\Nwe can see an image here
Dialogue: 0,0:09:05.01,0:09:10.56,Default,,0000,0000,0000,,in which we see a map of Spain\Nwhere we can see a series of destinations,
Dialogue: 0,0:09:10.56,0:09:12.47,Default,,0000,0000,0000,,in this case 20 destinations.
Dialogue: 0,0:09:12.87,0:09:15.68,Default,,0000,0000,0000,,It is an index issued by Exceltur
Dialogue: 0,0:09:16.08,0:09:19.90,Default,,0000,0000,0000,,and it is an index that compares cities,\Ntourist destinations that are cities,
Dialogue: 0,0:09:20.16,0:09:23.36,Default,,0000,0000,0000,,in their level of tourism competitivity.
Dialogue: 0,0:09:24.32,0:09:27.68,Default,,0000,0000,0000,,Therefore, tourist destinations compete,\Nthey compete among themselves.
Dialogue: 0,0:09:28.00,0:09:31.96,Default,,0000,0000,0000,,But also, and we want to emphasize\Nthis important lesson,
Dialogue: 0,0:09:32.40,0:09:37.63,Default,,0000,0000,0000,,when we are thinking about how to act,\Nhow we are going to act with those facets,
Dialogue: 0,0:09:37.63,0:09:39.38,Default,,0000,0000,0000,,we have to think about collaboration
Dialogue: 0,0:09:39.44,0:09:43.76,Default,,0000,0000,0000,,Destinations compete, but it is also true\Nthat they collaborate with each other.
Dialogue: 0,0:09:44.00,0:09:45.96,Default,,0000,0000,0000,,And we will so also observe this now.
Dialogue: 0,0:09:47.96,0:09:52.97,Default,,0000,0000,0000,,As we say for collaborating,\Nnothing is better than goal number 17,
Dialogue: 0,0:09:52.97,0:09:56.08,Default,,0000,0000,0000,,Partnerships for The Goals.
Dialogue: 0,0:09:56.60,0:09:59.68,Default,,0000,0000,0000,,This one, we could say,\Nthis SDG 17,
Dialogue: 0,0:10:00.20,0:10:02.56,Default,,0000,0000,0000,,is the king of the SDGs for us,
Dialogue: 0,0:10:02.68,0:10:07.49,Default,,0000,0000,0000,,it's the cherry on top,\Nit's collaboration, alliances,
Dialogue: 0,0:10:07.49,0:10:10.32,Default,,0000,0000,0000,,it means temporary joint ventures,
Dialogue: 0,0:10:10.32,0:10:13.56,Default,,0000,0000,0000,,it means projects\Nby governments and businesses together,
Dialogue: 0,0:10:13.56,0:10:18.72,Default,,0000,0000,0000,,it means collaborative intelligence,\Nit means public-private cooperation,
Dialogue: 0,0:10:18.72,0:10:21.27,Default,,0000,0000,0000,,as we were saying,\Nit's all of this, really.
Dialogue: 0,0:10:21.62,0:10:24.18,Default,,0000,0000,0000,,And his is why\Nat this point of the lesson we pause,
Dialogue: 0,0:10:24.18,0:10:28.44,Default,,0000,0000,0000,,because after seeing all of these facets,\Nwe might feel a bit lost.
Dialogue: 0,0:10:29.00,0:10:33.44,Default,,0000,0000,0000,,And really if I do an isolated project,\Nif I work for a tourism organization
Dialogue: 0,0:10:33.44,0:10:38.52,Default,,0000,0000,0000,,and I do a project isolated both in time\Nand in the way I am doing it,
Dialogue: 0,0:10:38.80,0:10:44.16,Default,,0000,0000,0000,,I can run the risk of losing value, \Nthe risk of not impacting other elements.
Dialogue: 0,0:10:44.16,0:10:46.32,Default,,0000,0000,0000,,That is why collaboration is fundamental,
Dialogue: 0,0:10:46.68,0:10:49.48,Default,,0000,0000,0000,,why its fundamental\Nfor me to be my own business,
Dialogue: 0,0:10:49.48,0:10:52.52,Default,,0000,0000,0000,,to the one investing in tourism,\Nto, whatever company I work in,
Dialogue: 0,0:10:52.52,0:10:56.26,Default,,0000,0000,0000,,think about how I can collaborate with\Nother actors in the tourist destination.
Dialogue: 0,0:10:56.92,0:11:01.00,Default,,0000,0000,0000,,Ok, to conclude we are going to talk\Nabout a final thought.
Dialogue: 0,0:11:01.92,0:11:05.36,Default,,0000,0000,0000,,We have been studying\Nthe different facets of tourism,
Dialogue: 0,0:11:05.36,0:11:09.17,Default,,0000,0000,0000,,we've said that tourism is multifaceted,\Nlinking it with the SDGs,
Dialogue: 0,0:11:09.37,0:11:11.92,Default,,0000,0000,0000,,and linking it\Nwith tourism's other facets.
Dialogue: 0,0:11:12.64,0:11:16.80,Default,,0000,0000,0000,,But to conclude we have to see\Nthat none of these facets alone,
Dialogue: 0,0:11:16.80,0:11:21.00,Default,,0000,0000,0000,,not technology,\Nnor sustainable development
Dialogue: 0,0:11:21.00,0:11:26.17,Default,,0000,0000,0000,,around any project centered\Non any type of measuring tool,
Dialogue: 0,0:11:26.64,0:11:29.72,Default,,0000,0000,0000,,can be a match for people centered topics.
Dialogue: 0,0:11:29.72,0:11:33.56,Default,,0000,0000,0000,,Meaning, people will always\Nbe at the center of tourism,
Dialogue: 0,0:11:33.56,0:11:35.72,Default,,0000,0000,0000,,people and, specifically,\Ntheir emotions.
Dialogue: 0,0:11:36.40,0:11:39.08,Default,,0000,0000,0000,,As we know,\Nhuman beings are emotional beings
Dialogue: 0,0:11:39.32,0:11:42.25,Default,,0000,0000,0000,,who feels a series of things\Nwhen traveling to a destination.
Dialogue: 0,0:11:42.40,0:11:44.96,Default,,0000,0000,0000,,As an example,\Nand we are all aware of this,
Dialogue: 0,0:11:44.96,0:11:48.28,Default,,0000,0000,0000,,when we visit a destination\Nand enjoy a series of services
Dialogue: 0,0:11:48.64,0:11:54.48,Default,,0000,0000,0000,,we might forget the hotel we stayed in,\Nwe might forget the hike we took,
Dialogue: 0,0:11:54.80,0:11:58.20,Default,,0000,0000,0000,,we might even forget the restaurant\Nin which we ate,
Dialogue: 0,0:11:58.20,0:12:00.35,Default,,0000,0000,0000,,but we will never forget\Nhow we were treated,
Dialogue: 0,0:12:00.48,0:12:02.40,Default,,0000,0000,0000,,we will never forget how we felt.
Dialogue: 0,0:12:02.40,0:12:04.84,Default,,0000,0000,0000,,That is why this final point is important:
Dialogue: 0,0:12:04.84,0:12:08.85,Default,,0000,0000,0000,,After seeing all of these\Nfacet analysis work methods,
Dialogue: 0,0:12:09.06,0:12:14.32,Default,,0000,0000,0000,,this final facet of never forgetting\Nthe focus on the person is important.
Dialogue: 0,0:12:15.12,0:12:17.06,Default,,0000,0000,0000,,That is why it is also important
Dialogue: 0,0:12:17.06,0:12:21.76,Default,,0000,0000,0000,,to foster soft skills and capabilities,
Dialogue: 0,0:12:22.36,0:12:24.36,Default,,0000,0000,0000,,to try to foster empathy
Dialogue: 0,0:12:24.40,0:12:28.76,Default,,0000,0000,0000,,so we can design\Nsustainable transformation projects,
Dialogue: 0,0:12:28.76,0:12:33.65,Default,,0000,0000,0000,,but also to make those projects somehow\Ntake people's emotions into account.
Dialogue: 0,0:12:33.76,0:12:39.04,Default,,0000,0000,0000,,That experience of tourist customer,\Nwhich is at the heart of that emotion,
Dialogue: 0,0:12:39.04,0:12:43.60,Default,,0000,0000,0000,,of that tourist that lives every day\Nthroughout their trip,
Dialogue: 0,0:12:43.60,0:12:44.84,Default,,0000,0000,0000,,who lives that experience,
Dialogue: 0,0:12:45.12,0:12:48.08,Default,,0000,0000,0000,,is really important to keep in mind.
Dialogue: 0,0:12:48.68,0:12:52.39,Default,,0000,0000,0000,,In a way, and alongside those soft skills,
Dialogue: 0,0:12:52.39,0:12:58.24,Default,,0000,0000,0000,,those skills we always\Nhave to be aware of and honing,
Dialogue: 0,0:12:58.88,0:13:03.26,Default,,0000,0000,0000,,we have to also be aware\Nthat sensoriality is attached to this,
Dialogue: 0,0:13:03.26,0:13:08.48,Default,,0000,0000,0000,,how the destination is perceived\Nthrough the senses will also be important.
Dialogue: 0,0:13:09.00,0:13:14.40,Default,,0000,0000,0000,,We have to be aware that when the tourist\Nis living the tourist experience
Dialogue: 0,0:13:15.16,0:13:20.08,Default,,0000,0000,0000,,they are tasting at a restaurant,\Nbreathing out in nature,
Dialogue: 0,0:13:20.32,0:13:22.00,Default,,0000,0000,0000,,seeing a landscape.
Dialogue: 0,0:13:22.00,0:13:27.12,Default,,0000,0000,0000,,And we also have to take all of this\Ninto account when developing our brand.
Dialogue: 0,0:13:27.76,0:13:30.84,Default,,0000,0000,0000,,And as a final conclusion, \Nwe also have to take into account
Dialogue: 0,0:13:31.96,0:13:36.28,Default,,0000,0000,0000,,the excellence we want to apply\Nto our sustainable development projects.
Dialogue: 0,0:13:36.28,0:13:38.64,Default,,0000,0000,0000,,As we have said,\Npeople are important.
Dialogue: 0,0:13:38.96,0:13:42.80,Default,,0000,0000,0000,,It is true that we have to be competitive,\Nbut we can't forget,
Dialogue: 0,0:13:42.80,0:13:46.16,Default,,0000,0000,0000,,however ambitious we may be,\Nour values and ethics.
Dialogue: 0,0:13:46.64,0:13:52.57,Default,,0000,0000,0000,,With that in mind we can remember\Nthe three maxims of Greek culture
Dialogue: 0,0:13:52.84,0:13:56.52,Default,,0000,0000,0000,,when developing a discourse:\Nethos, pathos, and logos.
Dialogue: 0,0:13:56.88,0:14:00.20,Default,,0000,0000,0000,,That is, we can't forget ethics,\Nour personal brand,
Dialogue: 0,0:14:00.44,0:14:03.40,Default,,0000,0000,0000,,we can't forget pathos,\Nwhich means passion,
Dialogue: 0,0:14:03.68,0:14:07.00,Default,,0000,0000,0000,,the passion we put into\Nand that is noticed in all our projects,
Dialogue: 0,0:14:07.24,0:14:09.94,Default,,0000,0000,0000,,and we can't forget,\Nlastly but importantly,
Dialogue: 0,0:14:09.94,0:14:15.08,Default,,0000,0000,0000,,logos, which is the logic \Nand the way in which we communicate things
Dialogue: 0,0:14:15.08,0:14:17.47,Default,,0000,0000,0000,,and the way that we produce our project.
Dialogue: 0,0:14:18.14,0:14:19.42,Default,,0000,0000,0000,,Thank you.