Propuesta de implementación de un operador turístico enfocada en el segmento de turismo de salud en la ciudad de Cuenca-Ecuador

Abstract

This paper addresses the problem of weak coordination between the health and tourism sectors in Cuenca, which limits the exploitation of the growing health tourism market at the national and international levels. The overall objective was to propose the implementation of a specialized tour operator by analyzing the supply and demand of private health services, diagnosing the entrepreneurial ecosystem of travel agencies, and designing a business proposal based on the CANVAS model. The methodology was mixed, combining document review, exploratory analysis of secondary sources, surveys administered to 101 tourists, and interviews with 19 travel agencies and 6 medical service providers, processed using SPSS and ATLAS.ti. The results revealed a diversified and competitive private health supply, with international interest in preventive medicine, dentistry, comprehensive wellness, and specialized surgeries; furthermore, Cuenca stands out for its professional quality, affordable costs, and safe cultural environment. The diagnosis of the business ecosystem revealed a lack of awareness of health tourism among agencies and an absence of integrated packages. It also showed strong interest in participating if training and collaboration with the medical sector are provided. Based on this information, a proposal for a tour operator was developed, incorporating strategic alliances, service protocols, and a CANVAS model. In conclusion, Cuenca has favorable conditions to position itself as a health tourism destination, provided that promotion, intersectoral collaboration, and professionalization of the service are strengthened.