Pingqing Zhang, Yang Wang

Yang Wang

June 01, 2025

Incheon model, Shandong Peninsula, Marine tourism, Image communication, Reference and development.

This study focuses on the field of marine tourism image communication, and takes Incheon and Shandong Peninsula in South Korea as the research objects to conduct an in-depth discussion. The study analyzes Incheon's development model of marine tourism and finds that it has created an attractive image of marine tourism through accurate market positioning and diversified communication strategies in terms of tourism product development, branding, and improvement of service facilities. Although Shandong Peninsula has rich marine tourism resources, there are problems such as imprecise positioning and single communication channel in image communication. Based on this, Shandong Peninsula can learn from Incheon's experience, clarify the positioning of marine tourism image, integrate regional resources, and create a characteristic brand; at the same time, Shandong Peninsula also expands new media communication channels, innovates communication contents and forms, and strengthens regional cooperation and international exchange to realize the innovative development of marine tourism image communication. This study aims to provide theoretical support and practical guidance for the upgrading and transformation of the marine tourism industry in Shandong Peninsula, and to promote the high-quality development of regional marine tourism in Shandong Province.

© 2025, the Authors. Published by ISCCAC

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