The purpose of this research was to assess the relative importance of the evaluating indicators for beaches and mudflats. We utilized the Analytical Hierarchy Process (AHP), as an analysis tool, that supports systematic and rational decision-making when exist numerous indicators in the evaluation model. The evaluation model consists of the three categories of tourism-supply, tourism-demand, and coastal ecology. A total of 12 indicators are composed of five factors for tourism-supply, three factors for tourism-demand, and four factors for coastal ecology. Email surveys were conducted with 13 experts for the beach evaluation model and 15 for the mudflats model. Study results show that factors for coastal ecology were much more important than those for tourism-supply and tourism-demand. Nonetheless, the relative importance of the factors for tourism-supply and tourism-demand was quite different between the models of beaches and mudflats. These findings expectedly provide implications for the development of the evaluation models for coastal ecotourism sites more effectively.