{"id":5509,"date":"2026-10-14T13:18:24","date_gmt":"2026-10-14T11:18:24","guid":{"rendered":"https:\/\/sinergiaskal.com\/?p=5509"},"modified":"2026-10-14T13:18:25","modified_gmt":"2026-10-14T11:18:25","slug":"juan-vazquez-motivation-for-tourism-at-uma","status":"publish","type":"post","link":"https:\/\/sinergiaskal.com\/en\/actualidad\/juan-vazquez-motivacion-turismo-uma\/","title":{"rendered":"Juan V\u00e1zquez highlights motivation and human values as the cornerstones of the future of tourism"},"content":{"rendered":"

The president of Sk\u00e5l International Spain took part in the launch of the three Master\u2019s degree programmes offered by the Faculty of Tourism at the University of M\u00e1laga, delivering a keynote lecture focusing on ethics, leadership and professional development.<\/strong><\/p>\n\n\n\n

The motivation in tourism<\/strong> was one of the key topics of the keynote lecture given during the presentation of the three master\u2019s degree programmes offered by the Faculty of Tourism, University of M\u00e1laga<\/strong> at a meeting which highlighted the importance of specialised training and the link between the academic world and the business realities of the tourism sector.<\/p>\n\n\n\n

The event was attended by Juan V\u00e1zquez, President of Sk\u00e5l International Spain<\/strong>, who gave a masterclass to the students, focusing on what motivates people and its influence on professional development.<\/p>\n\n\n\n

The event was also attended by two members of the Board of Directors of Sk\u00e5l International M\u00e1laga-Costa del Sol<\/strong>: Arantxa M\u00e9rida, secretary<\/strong>, and Juan Jos\u00e9 Oliv\u00e1n, Head of Marketing and Communications<\/strong>.<\/p>\n\n\n\n

Far from limiting his remarks to the employment opportunities offered by the tourism industry, V\u00e1zquez reflected on the principles and values that should guide future professionals throughout their careers.<\/p>\n\n\n\n

Motivation in tourism: much more than just a financial reward<\/h2>\n\n\n\n

During his presentation, he explained that motivation provides the necessary impetus to undertake any activity, but that, on its own, it does not guarantee that objectives will be achieved. He identified four key elements for turning intentions into results: motivation, knowledge, determination and ethics<\/strong>.<\/p>\n\n\n\n

One of the key themes was the distinction between three types of motivation, based on the model developed by Professor Juan Antonio P\u00e9rez L\u00f3pez. The extrinsic motivation<\/strong> is linked to external rewards, such as pay and recognition. The intrinsic<\/strong> stems from a sense of fulfilment in one\u2019s work, from learning and from overcoming challenges. The far-reaching<\/strong> is linked to the positive impact our actions have on other people.<\/p>\n\n\n\n

V\u00e1zquez attached particular importance to this last aspect of tourism, a sector in which the work of professionals has a direct influence on travellers\u2019 experiences, expectations and emotions. Striking a balance between these three motivations is essential for building a solid and fulfilling career.<\/p>\n\n\n\n

Tourism is, above all, an activity involving people<\/h2>\n\n\n\n

Tourism professionals do more than simply market products or provide services. Their work helps to bring to life experiences which, in many cases, travellers have been planning for months or even years. From this perspective, excellence demands more than just technical knowledge: it requires empathy, responsibility, commitment and the ability to understand the needs of others.<\/p>\n\n\n\n

V\u00e1zquez also emphasised the importance of teamwork and collaboration between businesses, pointing out that no individual professional or organisation can, on its own, carry out all the activities that make a tourist destination viable.<\/p>\n\n\n\n

Transport, accommodation, catering, leisure and the range of services that make up the visitor experience form part of a chain in which cooperation is essential. This vision ties in with Sk\u00e5l\u2019s philosophy and its principle of \u00abDoing Business Among Friends\u00bb<\/strong>.<\/p>\n\n\n\n

Leadership also means preventing a loss of motivation<\/h2>\n\n\n\n

Another key message from the keynote lecture concerned the role of companies and those responsible for managing teams.<\/p>\n\n\n\n

V\u00e1zquez argued that motivation must be cultivated by the individual themselves, whilst organisations and their leaders must take care not to undermine that drive through practices that generate frustration or mistrust.<\/p>\n\n\n\n

He advocated for professional environments based on consistency, honouring commitments, trust and respect. He also emphasised the importance of focusing our efforts on what we can actually influence, learning from our mistakes and ensuring that day-to-day urgencies do not overshadow important decisions.<\/p>\n\n\n\n

The ability to listen, understand different points of view and seek solutions that benefit all parties were among the other skills highlighted. To find out more about his vision for the organisation\u2019s future, you can also read the Interview with Juan V\u00e1zquez published in Sinergia Sk\u00e5l<\/a>.<\/p>\n\n\n\n

International mobility: an opportunity for new professionals<\/h2>\n\n\n\n

During the talk held at the University of M\u00e1laga, the following person also spoke: Emilija Jaguljnjak<\/strong>, a German student at the University of Dublin<\/strong> who is undertaking their work placement at Loymer Travel<\/strong>.<\/p>\n\n\n\n

\"Emilija
Emilija Jaguljnjak during her talk at the University of M\u00e1laga.<\/figcaption><\/figure>\n\n\n\n

Jaguljnjak shared his experience of international mobility and his involvement in the tourism sector through the network of Sk\u00e5l International<\/strong>. His testimony highlighted the value of international placements as a bridge between academic education and the professional world, as well as the role of these networks in fostering cultural exchange, cooperation and development opportunities for the next generation of tourism professionals.<\/p>\n\n\n\n

A reflection for the younger generations<\/h2>\n\n\n\n

The event had a strong educational focus, aimed at those preparing to enter the labour market or take on new responsibilities within the tourism industry.<\/p>\n\n\n\n

The president of Sk\u00e5l Spain encouraged the students to build their careers on solid principles, to maintain an open attitude towards learning, and to understand that professional success cannot be measured solely by the position attained or the financial results achieved.<\/p>\n\n\n\n

In his closing remarks, he emphasised an idea that sums up much of his message: Professional excellence must go hand in hand with personal qualities<\/strong>.<\/p>\n\n\n\n

The presentation of the three Master\u2019s degree programmes at the Faculty of Tourism, University of M\u00e1laga<\/a> He once again highlighted the importance of building bridges between the university and professionals in the sector. This connection is particularly important in Andalusia and on the Costa del Sol, where training and human talent are fundamental to the future of tourism.<\/p>","protected":false},"excerpt":{"rendered":"

The president of Sk\u00e5l International Spain took part in the launch of the three master\u2019s degree programmes offered by the Faculty of Tourism at the University of Malaga (UMA), delivering a keynote lecture on ethics, motivation and leadership.<\/p>","protected":false},"author":1,"featured_media":5508,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29],"tags":[],"class_list":["post-5509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad"],"_links":{"self":[{"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/posts\/5509","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/comments?post=5509"}],"version-history":[{"count":22,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/posts\/5509\/revisions"}],"predecessor-version":[{"id":5532,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/posts\/5509\/revisions\/5532"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/media\/5508"}],"wp:attachment":[{"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/media?parent=5509"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/categories?post=5509"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sinergiaskal.com\/en\/wp-json\/wp\/v2\/tags?post=5509"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}