As the growth of the use of the Internet as a new marketing tool by NTOs continues, the importance of clearly understanding customers is increasing. This article seeks to identify the potential market segment that the Korea National Tourism Organization (KNTO) can reach through the Internet. In order to accomplish this, an analysis of the demographic profiles of the users of the KNTO Web site was conducted. This study also investigates the tourism intentions of the KNTO Web site visitors. The major findings suggest that the demographic profiles of KNTO visitors are similar to those of the GVU survey representing a very attractive market and that there is a new potential market segment on the Internet.