In this paper we present a framework for a novel kind of context-aware preference query composition whereby queries for the Preference SQL system are created. We choose a commercial e-business platform for outdoor activities as a use case and develop a context model for this domain within our framework. The suggested model considers explicit user input, domain-specific knowledge, contextual knowledge and location-based sensor data in a comprehensive approach. Aside from the theoretical background of preferences, the optimization of preference queries and our novel generator based model we give special attention to the aspects of the implementation and the practical experiences. We provide a sketch of the implementation and summarize our user studies which have been done in a joint project with an industrial partner.