This study strives to provide a strategic approach for the community to raise the destination image using the Expo. This study has two main purposes; 1) to analyze the possibility that the Expo will be able to improve the image of Yeosu, and 2) to propose a strategic approach for developing a destination marketing program that would strengthen the influence of the Expo on the image of Yeosu. To accomplish these purposes, this study tested two hypotheses by surveying local residents. The results show that the Expo is closely associated with Yeosu among the residents and the theme of the Yeosu Expo is suitable to the destination image. It is also shown that the citizen?participated marketing program related to the theme of the Expo would raise the brand awareness of Yeosu and its brand image as well. In conclusion, this study proposes a marketing strategy for the community introducing an example of the destination marketing program that would be helpful to establish the brand image of Yeosu during and after the Expo.