In an industry that sells experiences rather than tangible products, destination image is an important strategic marketing tool through which destinations, such as Linz, Austria, compete with each other, strengthen their positioning on the market and attract potential visitors. A literature review suggests a lack of agreement among destination image researchers as to how to define, conceptualise and operationalise tourism destination image since it is of a “complex, multiple, relativistic and dynamic nature” (Gallarza et al., 2002: 56). Initially, an exploratory online survey was conducted to unveil the destination image of Linz held by its potential visitors and to identify its cognitive and affective dimensions. The findings of this first stage influenced the formation of the questionnaire used to collect data from 400 visitors during the European Capital of Culture Event in Linz in 2009 during the summer month of August. Different statistical techniques such as t-tests, ANOVAs, MANOVAs and factor analysis were employed to analyse the collected data. This thesis contributes to the existing body of knowledge on destination image by presenting and discussing a conceptual framework of Linz’s multi-staged (“a priori” and “on situ”) process of image formation and development. This model is also linked with consumer behaviour and a set of image determinants (including information sources, socio-demographic and psychological factors, and a major cultural event) elicited from the literature related to destination image. The proposed conceptual framework has implications for marketers, tourist destination planners and authorities.