Teluk Awur Beach is one of the tourism object of Teluk Awur Village, Tahunan
District, Jepara Regency which is famous for its beauty. In the effort to form a
good tour program is by inviting tourists in designing activities they want. This
research aims to determine the level of attributes that most influence the
preferences of tourists and accuracy of prediction on the preferences of tourists
about Teluk Awur Beach. Data collection methods in this research are
Literature review, Observation and Questionnaire with 40 respondents, using
sample techniques Non-Probability Model. Data analysis method are Cochran
Q Test and Conjoint Analysis. which aims to determine the attributes of tourism
products into consideration of tourist preferences and describe the combination
of tourism products that most favorite by tourists about Teluk Awur Beach. The
results of this study indicates that there are 11 levels of attributes that form the
preferences of tourists about Teluk Awur Beach ie Tourism Landscape, Photo
Spot, Water Sport, Website, Instagram, Food Court, Accessories Shop, Resort,
Rescue Team, ATM and Tourism Object Information Center. Where attributes
have the highest preference rates in sequence ie Amenities, Attraction,
Accesability and Ancillary. With significance value of Kendall's tau for Holdout
is 0.011 which means the result of sample respondent's preference can describe
population preferences.