Page 35 - LA INVESTIGACIÓN: CUANDO PARA RESOLVER UN PROBLEMA, ANTES HAY QUE CREARLO

La investigación: cuando para resolver un problema, antes hay que crearlo

principales resultados obtenidos denotan un conjunto de 18 variables que incrementan la proba-
bilidad hasta en 97.3 % de disposición a la recomendación de los servicios turísticos médicos del
puerto de Los Algodones. En síntesis, se puede concluir que dichas variables, siendo responsabili-
dad de las empresas y los gobiernos, deberán ser consideradas para la gestión de la inversión en lo
que corresponde a desarrollo de tecnologías e infraestructura moderna y eficiente si se pretenden
alcanzar niveles de competitividad superiores.

Palabras clave: calidad, competitividad, inteligencia artificial, mercadotecnia de servicios, turismo
médico.

abstract

For Baja California, a border state in the north of the Mexican Republic, medical tourism has rep-
resented a source of high-impact income for the past 30 years and in studies prior to the present,
interest in driving the growth of medical tourism in the Port was documented. Los Algodones border
by the main parts of medical tourism services who claim to have detected a considerable decrease in
the number of visitors from 2009. The present study aimed to determine the implications of the quality
34 of health services that contribute with the competitiveness of the medical tourist destination of Los
Algodones, Baja California; There are fundamental variables that influence the recommendation of
the experience of the use of medical tourism services, which increases the probability of maintaining
sustainability and the growth of the provision of said services. The study methodology was descrip-
tive, non-experimental and transversal, using a questionnaire as a measuring instrument, which was
subjected to statistical tests such as Cronbach’s Alpha as well as a factor analysis. The behavior
of 385 tourists from United States and Canada, using the medical services of Los Algodones was
described in an inferential manner. The data processing was carried out by applying the “Wrapping”
model of artificial intelligence. The main results obtained denote a set of 18 variables that increase the
probability up to 97.3% of disposition to the recommendation of the medical tourist services of the
Port of Los Algodones. It was concluded that these variables, being the responsibility of companies
and governments, should be considered for the management of the investment in what corresponds
to the development of modern and efficient technologies and infrastructure if it is intended to reach
higher levels of competitiveness.

Keywords: quality, competitiveness, artificial intelligence, services marketing, medical tourism.