The purpose of this study was to estimate the economic values of whale watching. The data used in this study were collected with 1,599 coastal tourists and the questionnaire included contingent valuation method questions. The results show that coastal tourists obtained the benefits of about KRW 15,970 from whale watching. Further analyses were conducted to check the differences of willingness to pay for whale watching based on the three variables as follows: previous experience of whale watching and participation intention in whale watching tourism, and previous experience of cruise trips. The results indicate that the respondents, who already participated or intended to participate in this type of tourism activity, were willing to pay higher than those, who did not participated or had no intention of participation, respectively. These results imply that whale watching could be a feasible alternative to the direct consumption of whale meat. Based on the study results, we provide policy and management-related implications for whale watching programs.

Abstract
I. 서 론
Ⅱ. 선행연구 고찰
    1. 고래관광(Whale watching)
    2. 고래관광 가치 추정 연구
Ⅲ. 연구방법
    1. 조건부가치측정법(CVM) 설계
    2. 자료수집
    3. 분석모형
Ⅳ. 분석 결과
    1. 응답자의 인구통계학적 특성
    2. 조건부가치측정법 분석결과
Ⅴ. 결론 및 시사점
REFERENCES

• 김지수(전남대학교 문화전문대학원 문화경영관광전공 석사과정) | Ji-Su Kim (Graduate Student, Graduate School of Culture, Chonnam National University, Gwangju, 61186, Rep. of Korea)
• 김남희(전남대학교 일반대학원 문화학과 박사수료) | Nam-Hee Kim (Ph.D. candidate, Department of Cultural Studies, Chonnam National University, Gwangju, 61186, Rep. of Korea)
• 오치옥(전남대학교 문화전문대학원 교수) | Chi-Ok Oh (Professor, Graduate School of Culture, Chonnam National University, Gwangju, 61186, Rep. of Korea) Corresponding Author