We propose in this paper a method which segments demographic and contextual attributes of tourists when visiting an attraction. Clustering patterns based on categorical attributes can be challenging as it is difficult to define a distance between two categorical attributes where a natural order does not exist. Our proposed measure, based on a fuzzy aggregation operator, can be easily implemented in a hierarchical agglomerative clustering algorithm. The method has been implemented in a particular tourist attraction example with 2937 visitors.
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