Profiling clients in the tourism sector using fuzzy linguistic models based on 2-tuples

Customer segmentation is a key piece of a company’s business strategy. This paper presents a segmentation of the online users of tourism platforms through the recency, frequency and helpfulness of the users. 2-tuples model is applied to these variables to be more precise without loss of information. In addition, the functionality of the proposal made by the authors is verified through a use case in which TripAdvisor opinioners are segmented in reference to the experience lived in hotels and tourist accommodation.