Handling of the Indeterminacy in the Market Segmentation of the Tourist Destination Patrimonial City of Cuenca - Ecuador

Abstract

This paper aims to identify the profiles of the different segments of tourists who visit the destination of Cuenca, declared a World Heritage Site by UNESCO in 1999. Methodologically, a quantitative approach with a descriptive scope was used through surveys with systematic random sampling. Several questions were analyzed divided into four groups: demographic characteristics, travel characteristics, aspects related to the service or product, and the evaluation of the satisfaction of the tourist offer. In order to evaluate the factors that motivated the visit, the preferred activities, and the level of general satisfaction and attributes of the destination, linguistic terms associated with sets of neutrosophic values ​​were used, with which subjectivity and the indeterminacy of the answers could be managed.