This study, conducted at Marine Healing Living Labs from 2021 to 2024, presents an optimal model and program of the marine healing business in the early industrial stages. Through a review research and survey, the health issues and needs for healing programs of residents were analyzed, and based on this, marine healing programs and operational models were outlined. The marine healing programs implemented in the Living Lab include marine resource utilization therapy, and specialized programs such as Marine Art Therapy, Marine Healing Therapy, and region-specific marine healing programs. To provide customized marine healing services, Marine Healing Living Labs were operated five times in Taean, Chungcheongnam-do (West); Wando, Jeollanam-do (South); and Uljin, Gyeongsangbuk-do (East) to evaluate the satisfaction and effectiveness of participants, and the operation direction of the marine healing program was investigated and analyzed. The marine healing program and business model was advanced by considering the Living Lab research. FGI was conducted with a group of experts, users, and operators, and an optimal operation model for marine healing business. This study confirmed that the marine healing programs can reduce stress, depressive symptoms, musculoskeletal pain, and body fat, and improve sleep quality, and skin condition. The marine healing business model covers policy support from the central government and local governments in marine healing business, customers targeting, development and operation of marine healing programs, construction of marine therapy facilities and infrastructure for marine healing service. The study results can provide strong characteristic of guidelines for the marine healing operation model. When preparing an optimal operation plan ahead of the future opening of a marine therapy center in the future, it is necessary to develop marine healing programs for specific healing purposes. Future studies should focus on developing and localized business model to reflect regional demand and conditions, and changes in the market environment.