Deep joint source-channel coding (deepJSCC) methods have shown promising improvements in communication performance over wireless networks. However, existing approaches primarily focus on enhancing overall image reconstruction quality, which may not fully align with user experiences, often driven by the quality of regions of interest (ROI). Motivated by this, we propose ROI-guided joint source-channel coding (ROI-JSCC), a novel deepJSCC framework that prioritizes high-quality transmission of ROI. The ROI-JSCC consists of four key components: (1) Image ROI embedding, (2) ROI-guided split processing, (3) ROI-based loss function design, and (4) ROI-adaptive bandwidth allocation. Together, these components enable ROI-JSCC to selectively enhance the ROI reconstruction quality at varying ROI positions while maintaining overall image quality with minimal computational overhead. Experimental results under diverse communication environments demonstrate that ROI-JSCC significantly improves ROI reconstruction quality while maintaining competitive average image quality compared to recent state-of-the-art methods.