Abstract. The research delves into the preferences of tourists in Coron, Palawan, shedding light on their vacation destinations and the influential factors shaping their choices. The historical evolution of tourism traces its origins from the 17thcentury Grand Tour to the 19th-century establishment of travel agencies like Thomas Cook & Son. Notable global tourist attractions, such as Italy and France, underscore the enduring allure of rich history, architecture, and cultural experiences. Meanwhile, the narrative expands to Asia, citing the Tiger Nest Temple in Bhutan, Siem Reap in Cambodia, and Bokeo Nature Reserve in Laos as top destinations. Particularly in the Philippines, Coron, Palawan, one of the renowned destinations in the globe, acknowledges its popularity with Kayangan Lake, Barracuda Lake, and the Twin Lagoon recognized as key attractions. The diverse demographic of respondents, predominantly aged 25-34 and representing varying income groups, adds depth to the study. Internal factors strongly influencing travel decisions include rest, adventure-seeking, and cultural exploration. Externally, factors such as friendliness of people, personal safety, and destination image hold substantial influence. Twin Lagoon emerges as the preferred destination, while Beach 91 ranks lower, underscoring variability in popularity. Age significantly influences destination preferences, warranting further investigation, while income disparities highlight the need for targeted marketing strategies or improvements in less popular destinations. Additionally, ethnicity/nationality proves to be a significant factor in determining preferred vacation destinations, emphasizing the dependency on cultural backgrounds.

Keywords: Preference Analysis, Vacation Destinations, Coron, Palawan, Destination Marketing, Tourism Industry in the Philippines