As the world changes, tourism stories and city bran d image of tourist destinations are becoming tools to convey the value of tourist cities. Meanwhile, to differ entiate and choose various travel destinations, tourist s have been gradually increasing their application of lovemark. Yet it has not been investigated in previous research whether and how lovemark played a role in the relationship among tourism stories, city brand im age, and the tourist’s choice of destinations. To test the impact of tourism stories, city brand image, and lovemark on tourists’ behavioral intention, an empiri cal study has been conducted. Data was collected am ong tourists visiting Gwangalli Beach, Busan, a repres entative coastal city. The results demonstrated that f or tourists visiting coastal cities, tourism stories not only contribute to the formation of city brand image but also significantly affect the formation of lovemark and tourists’ behavioral intentions. In the future, co mparative studies among various tourism cities shoul d be conducted, with their characteristics taken into consideration. Therefore, effective marketing strategi es could be formulated based on the proper use of to urism resources including city brand image, tourism stori es, and lovemark.