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The purpose of this study is to analyze the characteristics of cultural heritage tourists who visited Haheo village. Haheo village was officially listed by UNESCO as one of the World Heritage Sites on 7 July 2008. The study was conducted comparative research on general behavioral characteristics between the first-time and repeat visitors as individual visitors in cultural heritage tourism. We classified a typology of cultural heritage tourists by the model of McKercher(2002) based on their experience sought and importance of cultural tourism in their decision to visit a destination. Based on a sample of 470 tourists visited to the village, the study identified five main clusters. The results showed that the sightseeing cultural tourists had became the largest group among the types of cultural heritage tourists. Specifically, the repeat visitors had became the largest group among the purposeful cultural tourists. It means that cultural heritage tourists expect their experience sought and importance of cultural things in cultural heritage tourism. Thus, cultures and histories played important roles in their decision to travel and while they tour.