This article estimated non-market value of the multifunctionality roles of less-favored agriculture and rural areas in Korea. A dichotomous choice of contingent valuation methods was applied to the positive externalities provided by korean agriculture and rural areas. The Krinsk-Robb procedure was used to construct intervals around benefit estimates derived from the logit models to determine whether there is a significant difference in willingness to pay(WTP) estimates. While respondents' sociodemographic characteristics except for the levels of income and education were not important determinants of the WTP, the WTP itself was found significantly affected by respondents' value system and policy concerns. Total value of the positive externalities was an estimated 1,309 billion Won, averaging about 91,000 Won per household.