Comparative analysis of coastal tourism city brand image design : Take the coastal tourist cities of China and South Korea as an example

With the increasing number of tourists, cities with different characteristics have explored their own urban characteristics and established a unique brand image. Coastal tourism cities have distinctive characteristics and concentrated industries, which tend to cause problems such as the repetition of elements and colors when creating brand images, and it is difficult to reflect the differences and uniqueness between cities. Based on previous relevant theoretical studies, this study makes a comparative analysis of the design elements of the brand image of the coastal tourism cities of China and South Korea in combination with the characteristics of the cities themselves, and proposes the development direction of the brand image of the coastal tourism cities of China and South Korea through the analysis results, so as to promote the further improvement of their brand image and bring more tourism resources.