#ISSS2016 Boulder

2837 In Mexican context, the tourism sector has prioritized the income generation, without consider social and ecological dimensions and the impact on ecosystems and social inequality. Characterizing tourist Micro, Small and Medium Enterprises (MSMEs), some aspects are identified such as heterogeneity, absence of international standards as well as the inability to cope the disruption of the environment. This paper proposes to implement the systemic complementarity concept as an alternative to bring closer the tourist MSMEs to the exelixis considering the socio-ecological system, in which it operates. The methodological approach is carried out through the Soft Systems Methodology (SSM), given that this methodology allows considering the subjectivity and complexity in problematic situations integrating relevant actors. Regarding the findings a conceptual model is proposed based on a associative transformation among MSMEs emphasizing the use of variety, considering its integration. Also, this model seeks to provide emergent properties to the whole system that determine internal functioning and amplify capacities to transcend in its current context. This proposal will benefit the tourist MSMEs potentializing, through their diversity, the local dynamic and the identity of the destination in consonance with the socio- ecological system. Keywords: Tourism MSMEs, complementarity, soft system methodology, emergence, socio-ecological systems.