Resumo: The purpose of this article is to explain how important image components are on establishing the complete image of a tourism destination. Consequently, image is crucial when choosing to visit a destination. Therefore, it is essential to create an attractive image that exerts the destination´s quality components, its tourist attractions, facilities, tourist information, price and infra-structures. The findings of the empirical analyses using the importance/value technique indicate that the components studied, influence negatively or positively the destinations´ image. Furthermore, we conclude with managerial implications of the findings for tourism destinations
