This monograph has the objective of identifying which are the attributes that influence bying decision process of lodging in the Região dos Lagos, state of the Rio de Janeiro for that, the method of conjoint analysis is applied. Through the qualitative inquiry, were identified the attributes that interfere in that decision process. After this identification, questionnaires with previously selected cards were distributed to be ordered in order of preference. After analyzing the results it was possible to identify which attribute is considered the most relevant by potential guests, as well as to reach the ideal product and to draw proposals through the combination of those attributes and results.