Abstract
Tourism in Korea is undergoing a process of change. The Jumun area plays an important role in the East coast in terms of being a major tourist destination. Expanding the highway access to Sorak Mountain and Kangnung means that this fishery town is becoming a famous tourists destination for those who want to buy marine products including fresh fish. It was found that residents' attitudes could be divided into four categorizes or clusters through cluster analysis. This study reviews several segmentation methods that were conducted by other researchers. The findings of the study indicate that residents' opinions could be divided by their perceptions of the area. Social exchange theory and social carrying capacity were considered for further study.
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