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This study aims to determine the characteristics and preferences of tourists who visit the priority destination Labuan Bajo. A quantitative approach research by Cross tabulation analysis is used to analyze the Primary data obtained from the survey of 240 tourists: 175 foreign tourists and 65 domestics. It is written based on the results of the research done by the student of Tourist Destination Study Program, of STP Nusa Dua Bali. The result shows that tourists’ characteristics in geographic aspect is dominated by European, thereafter from the demographic aspect they are dominated by tourist in the age of 26-35 years old and mostly they are undergraduate tourist (bachelor level). From the Psychographic aspect shows that their length of stay are 4-5 days and their expenditure are about >Rp.8.000.000. Although the icon of the destination is Komodo Dragon animal, but surprisingly the result shows that their favorite attraction and activity are not dominated by Komodo Island and to see the komodo, but dominated by the attraction of Padar Island, with diving/snorkeling and hiking/trekking around diving spot in Komodo national park as their major favorite activity during their stay in Labuan Bajo.

Measuring Tourist’s Characteristics and Preferences in Selecting A Destination: A Case of Labuan Bajo as A Priority Destination in Indonesia