In this paper, we present an adaptive resource optimization scheme for image coding and transmission over wireless channel. In the proposed scheme, system resources related with source coder, channel coder, and transmission amplifier are optimization according to varying channel conditions and input image characteristics. The optimization target is to achieve the distortion minimization of the region of interest (ROI) in received images under the system constraints. Moreover, both unequal error protection (UEP) and unequal transmission power distribution (UTPD) are considered in the presented scheme. Simulation results show that our proposed scheme can significantly improve the quality of ROI in received images compared to equal transmission protection (ETP) scheme.