Abstract
A unique experience is the essence of tourism sought by tourists. The most effective way to communicate the notion of a tourism experience at a destination is to provide visual cues that stimulate the imagination and connect with potential tourists in a personal way. This study aims at understanding how a visual image is relevant to the expectation of experiences by deconstructing images of a destination and interpreting visitors' perceptions of these images and the experiences associated with them. The results suggest that tourists with different understandings of desirable experiences found different contents and notions of images inspired them to visit a destination. Several managerial implications are discussed.