analysis of aesthetic tourism and integral health in Colombia
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aesthetic tourism, medical tourism, safety perception, service quality, digital reputation, Cúcuta
The city of Cúcuta, as a border capital, presents particular characteristics that influence the decisions of travelers seeking aesthetic procedures and integral health services. Patients value the price–quality ratio, especially regarding coherence between the cost of treatment and the professional quality received. Safety perception, given the border context, is a sensitive issue; however, factors such as clinic certification, facility cleanliness, medical technology, and the human warmth of the staff are essential for generating trust, satisfaction, and recommendations. Digital reputation plays a decisive role in the initial selection phase, as users consult reviews, photos, and testimonials before choosing a specialist or institution. In contrast, elements such as the general appeal of the destination or proximity to commercial zones are considered secondary compared to safety, service quality, and price—variables that determine the competitiveness of aesthetic tourism in the región
Bastidas-Goyes, L. G., Méndez-Castillo, E., & Bonilla-Estévez, C. M. (2022). Turismo de salud desde un enfoque bioético: retos y oportunidades. Revista de Bioética y Derecho, 31(2), 45–60.
Butler, R. (1980). The concept of a tourist area cycle of evolution: Implications for management of resources. Canadian Geographer, 24(1), 5–12.
Carrera, P., & Bridges, J. (2006). Globalization and medical tourism: Exporting healthcare to the developing world. Globalization and Health, 2(12), 1–9.
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122.
Choi, T. Y., & Chu, R. (2001). Determinants of hotel guests’ satisfaction and repeat patronage. International Journal of Hospitality Management, 20(3), 277–297.
Connell, J. (2011). Contemporary medical tourism: Conceptualisation, culture and commodification. Tourism Management, 32(6), 999–1008.
Corredor Beltrán, J. (2017). Iniciativas de clúster para el fortalecimiento de la competitividad en el Departamento de Norte de Santander: Casos de turismo de salud y Sistema Moda. Sotavento M.B.A., 29, 54–66.
De la Puente Pacheco, M. A. (2017). Turismo médico en Colombia y Singapur: políticas públicas y competitividad. Revista de Economía del Rosario, 20(1), 89–110.
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of TripAdvisor reviews. Journal of Travel Research, 53(1), 44–57.
Global Wellness Institute. (2021). Global Wellness Economy Report. Global Wellness Institute.
Hernández, R., Fernández, C., & Baptista, P. (2018). Metodología de la investigación (6.ª ed.). McGraw-Hill.
International Society of Aesthetic Plastic Surgery (ISAPS). (2021). ISAPS International Survey on Aesthetic/Cosmetic Procedures.
Joint Commission International (JCI). (2020). Accreditation Standards for Hospitals. JCI.
Ladhari, R. (2012). The lodging quality index: An independent assessment of validity and dimensions. International Journal of Contemporary Hospitality Management, 24(4), 628–652.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468.
López Rodríguez, A. L., López Rodríguez, S. A., Pinzón Hoyos, B., & Vásquez Bernal, Ó. A. (2023). Turismo médico en Colombia: análisis de la cadena de valor global. Revista CEA, 9(18), 1–20.
Masiero, L., & Nicolau, J. L. (2012). Price sensitivity and value perceptions in tourism. Tourism Management, 33(6), 1544–1554.
McCrossan, S., Martin, S., & Hill, C. (2021). Risks and complications in international aesthetic breast surgery tourism. Journal of Plastic Surgery and Hand Surgery, 55(4), 215–222.
Meng, F., Tepanon, Y., & Uysal, M. (2008). Measuring tourist satisfaction by attribute and motivation. Journal of Vacation Marketing, 14(1), 41–56.
Mora, C. L., Villamizar, J. D., & Cañas, N. M. (2022). Turismo de salud como opción económica para San José de Cúcuta. Visión Internacional, 1(2), 45–60.
Oliver, R. L. (2015). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). Routledge.
Organización Mundial de la Salud (OMS). (2018). Constitution of the World Health Organization. OMS.
Organización Mundial del Turismo (OMT). (2022). Turismo de salud y bienestar: definiciones y tendencias. OMT.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Pine, B. J., & Gilmore, J. H. (2011). The Experience Economy. Harvard Business Review Press.
Porter, M. (1990). Ventaja competitiva de las naciones. Free Press.
Rojas Tapiero, Y. L., & Gómez Reyes, L. Y. (2021). Zonas francas y turismo estético en Bogotá: competitividad y beneficios fiscales. Revista de Economía y Desarrollo Regional, 33(2), 77–95.
Smith, M. K., & Puczkó, L. (2014). Health, tourism and hospitality: Spas, wellness and medical travel.
The city of Cúcuta, as a border capital, presents particular characteristics that influence the decisions of travelers seeking aesthetic procedures and integral health services. Patients value the price–quality ratio, especially regarding coherence between the cost of treatment and the professional quality received. Safety perception, given the border context, is a sensitive issue; however, factors such as clinic certification, facility cleanliness, medical technology, and the human warmth of the staff are essential for generating trust, satisfaction, and recommendations. Digital reputation plays a decisive role in the initial selection phase, as users consult reviews, photos, and testimonials before choosing a specialist or institution. In contrast, elements such as the general appeal of the destination or proximity to commercial zones are considered secondary compared to safety, service quality, and price—variables that determine the competitiveness of aesthetic tourism in the región
Bastidas-Goyes, L. G., Méndez-Castillo, E., & Bonilla-Estévez, C. M. (2022). Turismo de salud desde un enfoque bioético: retos y oportunidades. Revista de Bioética y Derecho, 31(2), 45–60.
Butler, R. (1980). The concept of a tourist area cycle of evolution: Implications for management of resources. Canadian Geographer, 24(1), 5–12.
Carrera, P., & Bridges, J. (2006). Globalization and medical tourism: Exporting healthcare to the developing world. Globalization and Health, 2(12), 1–9.
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122.
Choi, T. Y., & Chu, R. (2001). Determinants of hotel guests’ satisfaction and repeat patronage. International Journal of Hospitality Management, 20(3), 277–297.
Connell, J. (2011). Contemporary medical tourism: Conceptualisation, culture and commodification. Tourism Management, 32(6), 999–1008.
Corredor Beltrán, J. (2017). Iniciativas de clúster para el fortalecimiento de la competitividad en el Departamento de Norte de Santander: Casos de turismo de salud y Sistema Moda. Sotavento M.B.A., 29, 54–66.
De la Puente Pacheco, M. A. (2017). Turismo médico en Colombia y Singapur: políticas públicas y competitividad. Revista de Economía del Rosario, 20(1), 89–110.
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of TripAdvisor reviews. Journal of Travel Research, 53(1), 44–57.
Global Wellness Institute. (2021). Global Wellness Economy Report. Global Wellness Institute.
Hernández, R., Fernández, C., & Baptista, P. (2018). Metodología de la investigación (6.ª ed.). McGraw-Hill.
International Society of Aesthetic Plastic Surgery (ISAPS). (2021). ISAPS International Survey on Aesthetic/Cosmetic Procedures.
Joint Commission International (JCI). (2020). Accreditation Standards for Hospitals. JCI.
Ladhari, R. (2012). The lodging quality index: An independent assessment of validity and dimensions. International Journal of Contemporary Hospitality Management, 24(4), 628–652.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468.
López Rodríguez, A. L., López Rodríguez, S. A., Pinzón Hoyos, B., & Vásquez Bernal, Ó. A. (2023). Turismo médico en Colombia: análisis de la cadena de valor global. Revista CEA, 9(18), 1–20.
Masiero, L., & Nicolau, J. L. (2012). Price sensitivity and value perceptions in tourism. Tourism Management, 33(6), 1544–1554.
McCrossan, S., Martin, S., & Hill, C. (2021). Risks and complications in international aesthetic breast surgery tourism. Journal of Plastic Surgery and Hand Surgery, 55(4), 215–222.
Meng, F., Tepanon, Y., & Uysal, M. (2008). Measuring tourist satisfaction by attribute and motivation. Journal of Vacation Marketing, 14(1), 41–56.
Mora, C. L., Villamizar, J. D., & Cañas, N. M. (2022). Turismo de salud como opción económica para San José de Cúcuta. Visión Internacional, 1(2), 45–60.
Oliver, R. L. (2015). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). Routledge.
Organización Mundial de la Salud (OMS). (2018). Constitution of the World Health Organization. OMS.
Organización Mundial del Turismo (OMT). (2022). Turismo de salud y bienestar: definiciones y tendencias. OMT.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Pine, B. J., & Gilmore, J. H. (2011). The Experience Economy. Harvard Business Review Press.
Porter, M. (1990). Ventaja competitiva de las naciones. Free Press.
Rojas Tapiero, Y. L., & Gómez Reyes, L. Y. (2021). Zonas francas y turismo estético en Bogotá: competitividad y beneficios fiscales. Revista de Economía y Desarrollo Regional, 33(2), 77–95.
Smith, M. K., & Puczkó, L. (2014). Health, tourism and hospitality: Spas, wellness and medical travel.
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