The purpose of this study is to suggest basic data to establish international tourism marketing strategies for Busan city and to present required data to satisfy efficiently the needs of Japanese tourists which occupy 44.6% of foreign tourists in Busan. The motive of Busan tour and the level of satisfaction at the tour of Japanese visitors are investigated, and the factors which influence in their satisfaction are analysed and measured in this study as a try to activate the tourism of Busan.
Busan is the city of representative tourism goods of Korea which we can show off to foreigners with pride. The highest value of goods is to satisfy the customers. Busan is changing resource as a tourism goods, and should have the power to change itself according to the needs of customers.