A variety of recreational and tourism services leads the formation of multi attributive set of it’s characteristics for the purpose of targeting each group of potential customers. In conditions of tourist and recreational services market saturation in certain areas when assessing the competitiveness of tourist and recreational services it is advisable to build a model of cumulative regional multi attributive product, which allows identifying areas of differentiation of services. Its construction is based on the valued characteristics of recreants and tourists using certain attributes which are characteristics of the product, i.e. product benefit, utility in the mind of the relevant category of consumers. This attribute provides the service and satisfaction and is used as the criteria for selecting for particular tourist or recreational product. General estimation of tourists and recreational services is based on the combination of ratings for each attribute.