Destination image is commonly accepted as an important aspect in successful tourism development and destination marketing due to its impact on both supply- and demand-side aspects of marketing. Despite the ample amount of literature, a comprehensive conceptualization of destination image comprising its intricate relationships with several other factors on the supply and demand sides of the market has yet to emerge. In this study, a large body of literature on destination image and related concepts is reviewed and a comprehensive conceptualization of destination image is modeled. It was concluded that there are still many facets of this complex construct yet to be investigated empirically.
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