Over the last three decades, CVM(Contingent Valuation method), as a general public good valuation method in the tourism sector, has made some significant theoretical progress. However, to date, not many studies have examined impact of the seasonality on the value of tourism resources. Specifically, the value of seaside, as a natural tourism resources, might be differently evaluated by its customers. Drawing upon this point, using CVM, this study estimated the value of Haeundae seaside at two different times(before the peak season and peak season). Data were collected from 720 visitors of the seaside resort in 2010. Results showed that visitors' WTP(willingness to pay) estimation of the lower-season was 14,099 won, while the respondents WTP of peak season was 16,917 won. This suggests that if one estimates the seaside at a lower season, the total estimated value of the place might be 25 billion won, while it might be estimated to be 30 billion won, when it is measured at the peak season. Implications and future research directions were discussed based on the findings of the study.