The research aims to investigate differences between consumer value and airline selection attributes among Japanese tourists to Korea. Questionnaire was developed based on previous study and data collected. Confirmatory factor analysis and construct reliability were used to examine validity among variables. Five dimensions of consumer value from previous research, Sheth et al., which are functional value, social value, emotional value, epistemic value, conditional value were used. Four clusters of consumer value type which include: social value type, consumer value low assessment type, consumer value high assessment type, conditional value type were identified from K-means cluster analysis. Four clusters were justified by discriminant analysis accordingly. Then, the data and research questions were examined using ANOVA by PSAW 18.0 statistics. The results show that there are differences among all airline selection attributes along with clusters.