抄録
Recently, mountain villages face a threat of obsolescence. Aggressive marketing and autonomous development have come into demand, for sustainability of the mountain villages. This study segmented urban people into groups based on their demographical, geographical and mind and behavioral characteristics, and analyzed values of mountain villages expected by the segments. The results showed the values expected by urban people are different for each segment. Each mountain village should offer its values, depending on the expectations of each segment of urban people.
