Fonte: El Periplo Sustentable; Núm. 41 (2021): Número Cuarenta y uno; 35 - 62
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Resumo: Mexico and Brazil offer a window to study the emerging market for medical tourism in Latin America due to their regional leadership. The contribution of this study is to propose a model that demonstrates the possibilities for change and improvement in organizational processes when promoting the co-creation of value and markets. To do this, a review of the literature of business ecosystems was carried out, the perspective of which corresponds to an interdisciplinary and systemic vision of possible and desirable business networks in the medical travel market. The Deloitte Medical Tourism Business Ecosystem Model, which is incorporated as a proposal, is used as the basis for the analysis of shared levels and objectives, which, according to the reviewed literature, produce value services for their users and provide a conceptual framework for market analysis in terms of transparency, quality and medical safety and good practices. Accordingly, a social platform with five levels and multiple links and interactions among the various stakeholders is proposed and used as an important analytical approach. The empirical data analyzed from the two chosen medical destinations allowed information to be triangulated to identify those factors that enable a business ecosystem to compete in the global medical tourism market and be sustainable in the long term. The results seem to have demonstrated that the factors that are crucial in the performance and sustainability of a medical travel business ecosystem are associated with the ability of the stakeholders to manage an agenda focused on productivity, soundness and innovative investments.
