analysis of aesthetic tourism and integral health in Colombia
Keywords:
aesthetic tourism, medical tourism, safety perception, service quality, digital reputation, CúcutaAbstract
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
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