Sustainable Tourism: A Competitiveness Strategy Perspective in Baja California

Sustainability plays an important role in society by improving long-term quality of life, including future generations, seeking harmony between economic growth, social development and the protection of the environment. For decades, companies focused their efforts on maximizing returns for their stakeholders, setting aside the preservation of the environment by making indiscriminate use of local resources, which had a direct impact on the social and economic well-being of it, however today the organizations analyze and evaluate the demands, tastes and preferences of new generations as a competitive strategy, because they seek healthier and safer spars, showing increasing interest in social indicators, economics and mid-environment, denying sustainable strategies for their stakeholders. The combination of statistical techniques of descriptive and contingency analysis the sustainability of the tourist micro, small and medium-sized enterprises (MSMEs) of the state of Baja California through the application of the travel and tourism competitive index. The main findings show that the sustainable good practices implemented by micro-entrepreneurs so far has allowed them to develop competitive value strategies focused on their Stakeholders, seeing an increase in their competitiveness.