The objective of this study is to analyze the user's preference behavior for the ubiquitous tourism service and to suggest the road map for the service. The study focuses on the questions of the tourism motives, the usage intention of the ubiquitous tourism service, the preferring technical methods for tour guide and the preferring tour service contents according to four places around Haeundae beach in which the ubiquitous tourism service will be built and offered to tourist. This study collected 319 survey responses from the tourists who visited APEC House on Haeundae beach. The survey data were used to empirically complete preference positioning map by using ALSCAL(alternating least squares scaling). The results indicate that there are significant differences in the user's preference behavior for the service based upon each place. This study ends with categorizing the tourism behavior for the service and suggesting the future marketing implications.