Tourism product consumers clustering for developing the tailored marketing mix

The constant change in consumer preferences requires adjusting sales strategies according to the consumer’s current needs. The study aims to cluster the consumers of tourism products based on the factors influencing their decision-making process when choosing tourism products and to classify them according to the marketing mix. The study is based on the analysis of data from 196 respondents in the Lviv region, collected through an online survey using Google Forms in the first decade of 2023. The sample is representative, as it was calculated considering the population of the Lviv region aged 16 and above, ensuring the results’ reliability and relevance. The results revealed that representatives of each cluster are, on average, willing to spend up to 10,000 UAH per person during their vacation. In the decision-making process regarding the purchase of components of a tourist product, accommodation holds the most significant importance for representatives of the first and second clusters (4.51 and 3.27, respectively), insurance is the most important for the third cluster (4.71), and food is the priority for the fourth cluster (2.54). The decisive components of tourist services and risks for all clusters include up-to-date information about the vacation destination and pandemics/diseases, although the significance of their influence varies. Additionally, the clusters differ regarding the elements of place and promotion of tourist products. The results demonstrate that the marketing mix elements vary across clusters despite certain similarities in respondents’ assessments.