This study tried to compare the visitor's recognition with merchant's on the correlation between urban images and decline factors in the commercial areas surrounding Haeundae Beach. Canonical Analysis, which extracts relationships between two sets of variables as well as the internal relationships within the sets, is employed to determine the relationships between visitor's and merchant's image on the commercial areas and the factors related with deterioration. The major findings are as follows; It is found that visitors evaluate more positive than merchants on the urban image. They recognize the commercial areas surrounding Haeundae Beach as luxurious, clean, bright and open place. But both of them disagree safety of place. And this study found that the visitor's images on the place which consist of interest and cleanness related with lack of culture space and rest space.