The purpose of this study was to examine the moderating effect of urban image between the brand value and tourism intention decision factors on marine tourism area, the survey was conducted from July 1 to August 15, 2023. First, it was analyzed that the environmental value, the tourist value, and the safety value had a significant effect on the relationship between the brand value and tourism intention decision factors on the marine tourist area. Second, as shown in Hypothesis 1, the physical value(p<.001), the tourist value(p<.001), and the safety value(p<.05) were found to have a significant effect on the relationship between the brand value and the urban image on the marine on tourist area. Third, in the relationship between the brand value and the tourism intention decision factors on the marine tourism sites physical value, tourism value and safety value were all found to have an influence on the moderating role of urban image.