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A Study on the Positioning of Deluxe Hotel in Busan based on Consumer's Choice Attributes Bum, Sul-Kyoon·Jun, Jae-Kyoon·Huo, Yang-Hwae·Choi, Yun-Ja This study was initiated to ideally subdivide the market through a desirable image evaluation by each hotel and to provide recommendation to maintain a predominant position differentiated from othe competing hotels. Individual perception on hotel is made through selectively perceived actions shaped by individuals's own values, experience, desires, and information, and it is stimulated by various information flows. A research and an analysis on how customers perceive and recognize hotels are very important to devise hotel marketing strategies. The purpose of this study is to understand which properties, in selection a hotel enterprise, customers make an assessment with; and, by examining how customers perceive these properties, and to suggest the perception of the similarities of each hotel enterprise and provide the perception of selected properties among competitive hotels. The followings are specific objectives to accomplish this study's purpose: First, based on the exiting literature and previous studies, it examines theories of image positioning and selective properties of hotel companies. Second, it grasps effective causes in relation to hotel's selective properties and analyzes the similarities among deluxe hotels in Busan. Third, it measures the degrees of preference and perception based on selective properties of deluxe hotels in Busan.