South Korea is one of the fastest aging countries in the world. The Korea Statistics Information Service (KSIS) (2009) predicts that Koreans over 50 will account for 33.6% of Korea’s total population in 2014. Accordingly, more than one-third of the population will be part of the mature market, the senior market, or the elderly market. However, little research has been conducted for senior tourists, in particular, Koreans. Thus, this study examined the relationships among values (emotional, resource, and economic value), satisfaction, and behavioral intention between South Korean seniors (individuals over the age of 50) and under-50s visiting the Mt. Kumgang resort site in North Korea. This study performed a partial least squares (PLS) analysis together with structural equation modeling, using PLS-Graph with multi-group analysis to identify the differences in value, satisfaction, and travel intention between the two groups. The results suggest that the senior and under-50s groups both have a strong positive relationship between emotional value and satisfaction. The senior group has significantly stronger relationships between emotional and resource values and satisfaction than the under-50s. However, the under-50s have a significantly stronger relationship between economic value and satisfaction than the seniors. This study also concludes that the senior group has a significantly stronger relationship between satisfaction and behavioral intention (revisit/recommendation) than the under-50s. The findings may help tourism marketers to better understand the over-50s market. The conclusion ends with discussion of priority issues and direction for future research.