In the post-Covid, overseas tourism has restarted. Competition to attract tourists by local governments is intensifying to rebound in domestic tourism demand. Understanding individual tourists’ preferences and needs is regarded as an important factor on the basis. This study is on tourist pursuit benefits and behavioral intentions to examine the effect of tourist pursuit benefits on local image and behavioral intentions, and to provide academic contributions to future research on tourist destination selection and visit intentions in the tourism industry. In particular, as we enter the era of personalization, we analyzed the relationship between local image and behavioral intention, believing that there will be a hierarchical order between the elements of the pursuit benefits that reflect individual preferences. Among the benefits pursued, education and social value had the greatest impact on behavioral intentions, and economic feasibility and convenience did not have a significant impact, confirming the need to develop various contents by identifying individual preferences over physical distance or cost. In addition, it was found that the image of the region formed based on the pursuit benefits had a positive effect on the intention to visit and search for information. Based on these analysis results, various strategies that can enhance the positive image of the region should be based on, and before that, it can be a cornerstone for driving the tourism industry in competitive regions and responding to the rapidly changing preferences and needs of tourists.