|Based on this idea that ecological problems faced by the world today are the results of societal values, attitudes and beliefs, Dunlap and associates offered the New Ecological Paradigm Scale, which is a general set of beliefs or attitudes towards the environment. To verify this change in thinking, this study employed the New Ecological Paradigm Scale among a sample of tourists who visited Jeju-do. The analysis revealed that it is appropriate to treat the new set of 15 items designed to measure endorsement of an ecological worldview. The factor analysis identified three factors: eco-centric attitude and two tech-centric attitude. Lastly, the level of an environmental attitudes by the group segmentation of summed score identified that most respondents have eco-friendly attitude above median(45 scores).