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This study on Yangdong Village, a location designated as a UNESCO World Cultural Heritage (WCH) site, targeted visitors by examining the desired-benefit variables to identify common traits in the segmented market. In previous studies, items of desired benefit were derived, and analysis was conducted after a survey in November, 2012. From factor analysis on desired-benefit variables, the factors were classified into the following 5 dimensions: ‘pursuit of culture’, ‘pursuit of vitality’, ‘pursuit of self’, ‘pursuit of heritage landscape’, and ‘pursuit of sociality’. The 5 derived desired-benefit factors were applied to implement the cluster analysis for segmentation. As a result, the results were classified into 4 segmental markets. The 4 clusters were subdivided into ‘multi-purpose desired benefit group’, ‘passive desired benefit group’, ‘substance desired benefit group’, and ‘daily desired benefit group’. Based on the study results, the following practical implications were suggested. First, those in their 40’s and above who possessed a specialized job preferred a naturally exhibited Korean atmosphere. Since they are accompanied by their children, this necessitates strategies for the development of regionally specialized products integrated with education, experience, and past nostalgia. Secondly, the group pursuing cultural attraction tended to pursue the local heritage provided by the cultural tourist spot. In addition to communication among the citizens of the region, a strategy is also required to implement explanation and commentary in order to perceive the values of previous heritage, configuration of product in order to allow for accommodation, and development of products, including functional engraftment, in order to accompany leisure-like elements.
