This research was conducted for the purpose of exploring determinants affecting the perception of new environmental paradigm (NEP) and revealing its marketing implementations. Results from analysis are as follows. First, 3 factors (humans over nature, balance of nature, limits to growth) were delineated among 12 NEP scales, and 3 factors (contents, media, method) among interpretation program through factor analyses. By utilizing factor analysis there were derived 3 factors (functional value, overall value, emotional value) among perceived value, and 2 factors (satisfaction of visit, satisfaction of interpretation) among satisfaction variables. To understand the level of environmental perception, this study used sum of NEP scales and by utilizing K-means cluster analysis, total samples were divided into 3 groups (high NEP group [n=122, 52≤NEP], medium NEP group [n=244, 44≤NEP≤ 51], low NEP group [n=74, NEP≤43]). Third, the determinant variables having influence on each segment cluster were derived such as visitors` characteristics (age, income and length of time), interpretation program (contents), perceived value (functional value), satisfaction (satisfaction of interpretation).