In this study, the analysis by research model with hypothesis that benefit sought factors of health tourism have a positive effect on behavioral intention of destination selection through tourism brand equity focused on Japanese tourists was carried out. This analysis used the covariance-based SEM(Structural Equation Modeling) with the questionnaires to test the hypotheses. As a result of analysis, benefit sought factors had a positive effect on brand cognition and perceived quality. Thus, according to the results of these hypotheses, policies that foster health tourism in Jeju region will be followed based on product development that considering the importance of the existing service and cognition.