In this podcast, Satomi Nishihara talks about hospitality in Japan and how the Japanese philosophy of “Omotenashi” is integrated into the way the Japanese welcome guests.  She touches upon this unique cultural phenomenon and why it is not always perceived positively by business travellers.  Satomi also shares her personal research into sustainable tourism and how protecting endangered lilies on the remote island Shikoku became a case study for improving responsible eco-tourism and nature conservation.Satomi Nishihara is a university lecturer and has a PhD in Tourism.  Satomi is a graduate of Glion Institute of Higher Education where her passion for hospitality began. She pursued her career in operations and sales marketing for international hotels before embarking on her career in the academic field. Specialised in sustainable hospitality management, Satomi is the co-founder of the The Edge, which provides revenue focused sustainable hospitality management strategies for hotels as well as a founder of MIBo, a hospitality consulting company, specialised in developing sustainable strategies for hospitality and tourism worldwide.