<![CDATA[Understanding how tourists prioritize competing destination attributes is critical for strengthening destination competitiveness and informing sustainable tourism development. However, limited empirical research has examined how local tourists trade off and prioritize destination attributes in their destination choices, particularly in Lombok, Indonesia. This study examines local tourists’ preferences and assesses the relative importance of destination attributes in their destination choice. A quantitative survey was conducted among local tourists visiting destinations across Lombok, and the data were analyzed using conjoint analysis. Five destination attributes were examined: accessibility, tourist attractions, amenities, ancillary services, and price. The findings indicate that accessibility is the most important destination attribute, followed by price, tourist attractions, amenities, and ancillary services. The conjoint model demonstrated statistically significant agreement between observed and estimated preferences, indicating satisfactory predictive validity. At the attribute level, tourists preferred good road conditions, affordable prices, and destinations offering natural scenery and cultural diversity. These findings highlight accessibility, affordability, and natural and cultural attractions as priority areas for strengthening Lombok’s destination competitiveness and provide practical guidance for destination managers and tourism stakeholders in developing strategies aligned with local tourists’ preferences.]]>
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