Towards a systemic business model for SMEs professional congress organizers in Mexico

During the last decades, Tourism has been one of the fastest growing economic sectors across the world, reverting importance by the governments as a key factor in socio-economic progress due to the revenue by the activity, employment and infrastructure investment. Derived from the phenomenon of globalization and the relevance of the activity, tourism experiences a continuous expansion and diversification, for that reason, and the need of organizations to hold events in which information could be updated for their industries, MICE Tourism emerged in the late 1950s, consisting in the organization of Meetings, Incentive travel, Conferences and Exhibitions. The MICE Tourism highlight very specific characteristics: (a) interdependence between the various stakeholders; (b) extent of the phenomenon; and (c) the event and its inter and multi-disciplinarity, which requires knowledge of the economic, social, cultural and environmental context within a systemic vision. In Mexico the number of companies engaged in MICE Tourism has increased; however, many have been created as a market opportunity, without reference to the requirements of the segment and a structured business model that allows their long-term growth and generate value for all the stakeholders; in addition, most companies that make up this sector are Small and Medium Enterprises (SMEs), which have many deficiencies generated by various factors, which does not allow them to develop more and in some cases can lead to its demise, reason why their study is relevant, not only to prevent the failure of these enterprises but accelerate growth and level of global competition. It is for the above explained that this research describes how building a systemic business model can generate value for Professional Congress Organizers. Because of the magnitude and interdisciplinarity that involves the operation of Tourism SMEs, the research develops a holistic view from the systemic approach due to their ability to study the system as a whole and covering its complexity, allowing the study not only of the intern problems of the company, but the external factors that affect it. Specifically in this research, is used the Soft Systems Methodology (SSM) by Peter Checkland. The diagnostic of the Professional Congress Organizers in Mexico using the SSM and Strategic Management was developed as preliminary results of the research, showing the current situation of these enterprises, their strengths and weaknesses, the elements of the system and the approach of the Business Model according to the diagnostic.