Study on the benchmarks that tourists Brazilian from Armação dos Búzios to attributes: proximity, comfort, variety and promptness of care, when deciding between different options of inns / hotels that they are presented as possible alternatives to choose. The study aims to expand the collection of information that may be necessary to base the targets for next year the existing Pousada Aquarium Buzios. Through joint analysis procedures were evaluated relative importance of each attribute type in preference judgments. The results allow to understand the utility values of the attributes that are behind the choices and preferences of tourists.