Abstract
Currently, as the influence of the pandemic gradually diminishes, there is a growing demand for cultural tourism. The establishment of urban image and city branding has an increasingly significant role in the development of a city's spiritual civilization and material prosperity. This article begins with the concept of urban marketing and, in conjunction with the case of Luoyang's online sensation, explores the evolution of urban marketing and the construction and dissemination of urban image, as well as the issues it exposes.
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