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La calidad de las relaciones interpersonales como un requerimiento de diseño.Ivan BursztynPhDcandidate atUFRJVisitingresearcheratPolitecnicodiMilano
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Service Design and Social Innovatio
UFRJFederal University ofRio de Janeiro
Practice of service design for tourism initiative:
the quality of interpersonal relationships as design requirement
Ivan BursztynPhD candidate at UFRJVisiting researcher at Politecnico di Milano
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Presentation Objective
This presentation aims at presenting some analysis carried out within on
research about the quality of interpersonal relations in tourist practices, developed by
the research group DESIS-Brasil
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Presentation ContentOur Research Group
Background Issues
Design for Social Innovation
Community Based Tourism
Hospitality Relationship
Relational Service Design
Some Cases...
The communitarian restaurant of Quilombo do Campinho
The interpretative trails of Chapada Diamantina
Casa Grande Foundation (video)
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research GroupDESIS-Brasil
Service Design and Social Innovation
Seeks to favour the unfolding of the potential intrinsic to the practice of social innovation for sustainability in Brazil, Guidelines for the design of solutions
towards a more effective and accessible form of organisationdiffusible on a larger scale.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research Group
… started up with a collaboration between Federal University of Rio de Janeiro and Politecnico di Milano;
… is part of LTDS - Technology and Social Development Laboratory
projects in areas of social interest, providing new standards of production, management and evaluation of social initiatives.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research GroupSome activities:
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research Group
Some activities:
DESIGN.ISDSPioneering service design education in BrazilLive online broadcasting 17 universities
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research Group
Some activities:
Book and DVD:Design for Social Innovation andSustainability: Creative Communities, Collaborative Organizations and New Design NetworksBy Ezio Manzini
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research GroupDESIS-Network:
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research Group
On going project:
DESIS 09Social Innovation cases collectionPartnership between 5 universitiesWebsite/DatabaseRound table on ISSD-BrazilSeminar
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research Group
Main research lines:Social Innovation
and DesignService Design:
theory and practiceCross-cutting themes
Tourism and Social Development
Design for SustainableLocal Development
Food and supply chain
Information and Communication Technologies
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research GroupOn going research:
Enabling system for the sustainability of community-based tourism;
Services network for the sustainable local development of the Environmental Protected Area Capivari-Monos;
The quality of interpersonal relationships on tourism initiatives;
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research GroupOn going research:
Enabling system for the sustainability of community-based tourism;
Services network for the sustainable local development of the Environmental Protected Area Capivari-Monos;
The quality of interpersonal relationships on tourism initiatives;
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Our Research Group
Aims ...
at bringing the approach of service design to the practices of tourism service in order to
highlight the potential of the dialogue between these two fields of knowledge.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 1
Design for Social Innovation
New solutions to social needs;
Social creativity actively seeking new solutions to their problems;
Ability to reinvent the current to achieve better quality, greater impact and more effectiveness;
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 1
Design for Social Innovation
The value of these innovations is bigger if they are developed considering the environmental issue.
A transition toward a more sustainable society.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 1
Design for Social Innovation
The evolution of the cases of SI requires the development of favorable conditions.
The design discipline can contribute to the design of new solutions, more accessible and replicable, guiding them toward more sustainable solutions.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 1
Design for Social Innovation
So, it is necessary:
Find these initiatives, check their innovative aspects and learn from them;
Design solutions that strengthen these embryonic ideas, enabling them to be reproduced in other contexts and promoting its influence.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 2
Community-Based Tourism
What is CBT?
There isn’t just one definition...
There are so many definitions as initiatives that promote this type of activity;
In CBT, each location is unique, because they have their own history, actors, environment, cultural features …
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 2
Community-Based Tourism
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 2
Community-Based Tourism
However, we can find some common features between them:
Comes from a self-organized social-based movements… against real state companies, industrial activities, aiming to strengthen the local culture…
Deal with environmental issues;
The economic benefits goes to the local community;
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 2
Community-Based Tourism
(cont.)
The local communities are the main actors on the planning and management of the activities;
Deal with solidarity economy;
and, the most important for us…
Promote encounters among different cultures, among hosts and guests…
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 2
Community-Based Tourism
The activities of responsible and community-based tourism are social innovation processes in the field of tourism.
They have a socially fair, environmentally responsible and economically viable alternative for the hegemonic model of tourist development.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 2
Community-Based Tourism
Organic relationship between visitors and local communities
New directions for tourism practices.1. greater involvement and commitment of the
tourist2. largest community-based organization and
better services and attractions3. more authentic service provision
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 2
Community-Based Tourism
The motivations of international tourists are changing…
Source: World Tourism Organization (WTO) compiled from the presentation of the Vice-Minister of Bolivia, held at the II International Seminar on Sustainable Tourism (Fortaleza, Ceará).
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 2
Community-Based Tourism
The on going behavior change on tourist motivations put the focus on a new kind of relation between hosts and guests;
We will call this as Hospitality Relations…
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 3
Hospitality RelationsThe meanings of hospitality are manifold.
Related with the services offered to travelers
Type of human relations in which explanations are dealt with by philosophy (DERRIDA, 1987; LEVINAS, 1983), literature (MONTANDON, 2004), anthropology (MAUSS, 2003), and geography (GOTMAN, 2001; RAFESTIN, 1997), among other fields of knowledge.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 3
Hospitality Relations
The relationship between host and guest; a relationship motivated by meeting, by the search for several and complex bonds.
Community-based tourism fertile ground for research on possible hospitality relations.
Are motivated by relationships that are not simply economic.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 3
Hospitality Relations
These communities do not trade what tourists want;
Exchanges and relationships are the main principle behind community-based tourism.
Based primarily on hospitality relations.Economic relations are often enriched by relationships other than the logic of the immediate profit.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 3
Hospitality Relations
But what is the relation between CBT, hospitality relations and design?
Is it possible to design relations?
Could service design discipline contribute to increase the quality of these encounters?
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 4
Relational Service Design
The relational services are an emerging services model deeply and profoundly based on the quality of interpersonal relations between and among participants.
The term relational indicates that these services are based on face-to-face and non-anonymous encounters.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 4
Relational Service DesignA little philosophical parenthesis:
Our reflection is grounded on the Buberianphilosophical anthropology.
Buber considers the world as man's double, according to the duality of the attitude of his relations.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 4
Relational Service DesignA little philosophical parenthesis:
Two fundamental aspect of man’s relation to the world:
I-THOU synthesizes the meaning of the purity of relations; refer to the proximity and the non-intermediation of other interests;
I-IT represents utilitarian relations; imply that in addition to the relationships among men, there exists the mediation of other interests including hospitality, economic, political, love and religious relations.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 4
Relational Service Design
Service concept shift
Performing predefined roles
Benefits are reciprocally produced and shared by the
participants
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 4
Relational Service Design
As relational services are qualitatively oriented to favor “I-Thou” encounters.
Limitation to a direct design intervention in interhuman interactions.“I-Thou” relational encounters happen in present time.
The service solution cannot impose any predefined procedure between participants.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Background issue 4
Relational Service Design
Relational qualities can only be “meta-designed” / “enabled”.
start up, support, and continuously sustain interpersonal encounters between the participants.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases...
Restaurant of the Quilombola CommunityCampinho da Independência, Paraty (Rio de Janeiro);
Interpretative trails of Chapada Diamantina, Lençois (Bahia);
Casa Grande Foundation, Nova Olinda (Ceará).
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases...
Community Based Tourism:Diversity of Perspectives and Brazilian Experiences
Partnership with Brazilian Ministry of Tourism
Download:http://www.ivt-rj.net/ivt/bibli/Livro%20TBC.pdf
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Campinho da Independência
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Campinho da Independência
Generation of job opportunities and income, social inclusion and strengthening the local economy.
All the inputs and products needed to prepare the meals are purchased from local producers or produced inside the Quilombo.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Campinho da Independência
25 women produces typical foods served to tourists.
There is a relay between the workers of the restaurant.
The restaurant is the gateway for the “quilombola culture”.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Campinho da Independência
Conviviality opportunities:Direct contact with the local culture:
DancesMiths
Permaculture farm;Bed & Breackfast;Guided tours;
RhythmsHandcrafts
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Interpretative Griô Trails
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Interpretative Griô Trails
Starts up with the collaboration among the NGO Grãos de Luz Griô and the Cooperative Youth Group.
The NGO aims at promoting the education of children and young people through workshops on cultural identity, art, craft and solidarity economy, taking as a theme oral tradition and citizenship.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Interpretative Griô Trails
In the Cooperative Groups they experience and research the local culture, in a way to create job opportunities valuing traditional arts and crafts.
One of these groups is “Grupo Calumbé”, responsible for the community-based tourism activities.
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Interpretative Griô Trails
They created 4 interpretative thematic trails:
Garimpo, Quilombo, African Descent and Traditional Sciences;
Visitors have direct contact with the local traditions and nature:
Dance, music, miths, rhythms, food…
Rivers, waterfalls, sunset…
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Casa Grande Foundation
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Casa Grande Foundation
The Casa Grande Foundation's mission is gives interdisciplinary educational to children and young people through actions of cultural strengthen, communication and arts.
The training programs of the Foundation carry out activities to complement school
Labs of content (comic book library, DVD library and library)Labs of production(internet, communitarian radio and video producer).
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Casa Grande Foundation
Today, the Foundation is a reference school and has the vision to lead…
“the world to the interior, but not just any world but a world that provides children and youth empowerment through cultural strengthen
and promotion of citizenship”
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Casa Grande Foundation
People interested in know more about the projects carried out in Nova Olinda.
Demand for hospitality services.In 2006, 28,000 visitors were registered
The Cooperative of Parents and Friends of the Casa Grande (COOPAGRAN).
Spontaneously designed by the localsEach parent has a role
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Cases …
Casa Grande Foundation
The COOPAGRAN manage the local tourismProduces and sells souvenirs and craftsThe shop, the canteen and the bodeguinhaThe home hospitality systemThe transport service
The mode of organization of services provided deserves attention
It promotes the integration of visitors with the daily life of residents, especially children and youth of the Foundation
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Conclusions
Local system of relational servicesThe visitor has the opportunity to participate in the local way of living everyday lifeThe visitors reveal themselves
These service meetings are the way by which spontaneous interpersonal relations take place
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Conclusions
Not designed by a professional designerNew approach on how to promote a closer relation among visitors and the local community
On all the services offered, the visitor has the opportunity to know a little bit more of the local culture and their way of life
Possibility to increase the relational qualities of the provided service
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Some Conclusions
Understand and learnReplication in other contexts
Design opportunitiesImprove current initiatives
Create new initiatives
Further investigation
Federal University of Rio de JaneiroService Design and Social Innovation Research Group
Thank You!
Contacts:
Ivan [email protected]
