The image formation process has been an area of inquiry for more than 20 years. The process of image formation is intricately entwined with the destination selection process. Understanding the different techniques utilized to form destination images is necessary to developing an image consistent with what a destination has to offer. This paper presents a typology of the different image formation agents, describes the process of touristic image formation and provides recommendations for selecting the appropriate image formation mix. It is an attempt to develop a theoretical basis for the touristic image formation process.