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Customization of the tourism product in the mice tourism market
(Державний торговельно-економічний університет, 2025) Tomashevska, V.
This article proposes and validates a customized hybrid event model in the MICE sector, developed for the Ukrainian city of Slavutych as a pilot destination. The research demonstrates how behavioral personalization, adaptive service design, and immersive technologies can be integrated into event architecture to meet the demands of international business tourism. The methodology is grounded in strategic marketing and includes PESTEL and SWOT analysis, STP segmentation, benchmarking, participant journey mapping, and scenario-based modeling. The proposed model enables data-driven personalization, dynamic spatial experience, and long-term emotional engagement. The study contributes to both theoretical and practical understanding of how underrepresented regions can offer globally competitive and intellectually enriched MICE solutions through symbolic innovation and digital transformation.