El Turismo Estético como Fuente de Crecimiento Económico en la ciudad de Tunja. Caso de Estudio: Kepra Medicina Estética y Antiaging

Abstract

Companies and innovation in the XXI century, go hand in hand, not only for a reciprocal growth relationship but also for the ability to impact unexplored markets by the companies themselves, or by the cities where they develop their activities. Based on the above mentioned, this research aims to outline the bases of a new market in the economy of the city of Tunja, such as aesthetic medicine, through the general analysis of the internal and external contexts of the pioneer company in the city. This is a research document that is responsible for collecting relevant information regarding the possibility of establishing aesthetic medicine as a potential market in the city of Tunja. First of all, it is prudent to mention that the city of Tunja is recognized for its great reception of university students who make full use of educational resources and are profiled as economically active population for the city, however, many prefer to emigrate to other regions in search of better job opportunities, it is at this point where the possibility of opening to the city of Tunja an unexplored market such as Aesthetic Medicine and related, since it allows grouping health professionals, undoubtedly, but also consists of professionals in administrative and financial areas; This will allow in the medium and long term the generation of jobs, the creation of companies and the promotion of the exploration of new markets. To carry out this research, an immersion of documentary analysis and descriptive research was conducted in the business activity of Kepra Medicina Estética y Antiaging, a company dedicated to the realization and accompaniment in aesthetic medicine procedures, with a trajectory of 4 years in the market of the city. The research approached the company from an entrepreneurial and projective point of view towards the expansion of the market in which it develops, opting for the analysis of 7 PESTEL type variables concerning the business activity in the city of Tunja and the growth potential that this could generate in the long term. From the business and academic point of view, it could be noted that the market is in an emerging state, at the date of the research, since there are few companies that offer aesthetic medicine services, which has limited the knowledge and growth of the market in the city; on the other hand, there is a constant reluctance of the demanding market to open up to a supplying market that provides opportunities for skin care, anti-aging treatments, personal care culture, among others, and that provides an added value of wellness, integrality and innovation. Conclusively, the research allowed to denote that it is an exploitable market through a management for the unified work by the companies that make up the aesthetic medicine sector, where it is important the support of the governments of the moment with impulses of financial muscle and business recognition that allow to give greater visibility to the current companies and the emerging projects that have direct relation with the aesthetic medicine. From the market and the companies that make it up, it is important that there is the initiative to make themselves known, on a larger scale, to potential market segments to expand their business spectrum in order to achieve a change of thinking from the community towards aesthetic medicine.