There are many slogans devised to describe Jeju Island, such as Samdado, Hawaii of the Orient, Honeymoon Island, Beautiful Escape, and Clean Island. The purpose of this study is to evaluate slogans that describe Jeju Island in various ways and to offer recommendation for the development of Jeju image. This study is based on the survey of the experts group such as provincial officers in Jeju, employees in tourism industry, and professors in Korea. There were several key findings in this study. First, Samdado , the island of three abundances(women. wind, and rock), is evaluated as a well-defined slogan, that is easy to remember and differentiate Jeju image and characteristics as unique. Second. A Beautiful Escape is defined as a good feeling slogan, that is impressive and attractive for Korean. American and European tourists. Third, Hawaii of the Orient is considered as a slogan that is impressive and attractive for chinese and Japanese. Fourth, Honeymoon Island that was once perceived as a glorious image of Jeju Island is diminishing in power. Fifth, Clean Island is now becoming a new and striking slogan standing for Jeju island.