Service quality evaluation in the perception of the wine tourist with Fuzzy Logic and Ideal Solutions

Joao Batista de Freitas; Juan Carlos Martín; Concepción Román

doi:10.25145/j.pasos.2017.15.022

Autores/as

Joao Batista de Freitas Rio Grande do Norte State University (UERN) http://orcid.org/0000-0003-2782-8927
Juan Carlos Martín University of Las Palmas de Gran Canaria (ULPGC) http://orcid.org/0000-0002-2950-2405
Concepción Román University of Las Palmas de Gran Canaria (ULPGC)

DOI:

https://doi.org/10.25145/j.pasos.2017.15.022

Palabras clave:

Lógica difusa, Números triangulares difusos, TOPSIS, Turismo del vino, Satisfacción

Resumen

Este artículo resuelve un problema multidimensional para evaluar la satisfacción de los enoturistas que visitaron una bodega situada en el sur de Brasil utilizando un método basado en la lógica borrosa. De esta forma, se calcula un índice sintético de satisfacción para un grupo de segmentos en los que estamos interesados, a saber, género e imagen previa a la visita. El problema de la ambigüedad lingüística se aborda desde la teoría de los conjuntos borrosos aplicando números borrosos triangulares (NBT). El indicador sintético de la satisfacción se basa en el concepto de grado de optimalidad mediante la técnica de la semejanza a las soluciones ideales. Los resultados obtenidos muestran que los segmentos analizados experimentan una distinta satisfacción. Nuestros resultados pueden usarse por los directivos de la bodega, así como por los planificadores y administradores de la región, para mejorar la competitividad de este nicho de mercado.

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