This study investigates the barriers to the deployment of solar thermal and ground source heat pump (GSHP) from the perspective of consumers and businesses, as well as evaluates priorities for improving the barriers via expert AHP evaluation. From a consumer’s perspective, the overall satisfaction with solar thermal is significantly lower than that with PV and needs to be improved at the installation and use stages. GSHP needs to be improved at the prior-information search stage. From a business perspective, the non-distinction between heat and electricity in mandatory installations in public buildings, the difficulty in assessing the value of heat, and high initial costs impede the deployment. Based on the result of AHP analysis, the priorities for improving the barriers to the wide utilization of solar thermal are evaluated in the order of economic feasibility, policy, acceptability, and technology, where high installation cost is shown to be the greatest barrier. Barriers for GSHP are evaluated in the order of policy, acceptability, economic feasibility, and technology, where policy means improvement is evaluated as the most important factor in promoting the deployment of GSHP.