... the tourism industry being human beings and just not the physical and visible infrastructure leads to the fundamental query of the human's decision-making process. The human factor in the tourism industry does not involve just the tourist - the demand factor. The supply chain should also be given equal consideration for a successful image of a nation to be promoted globally. This involves understanding the pattern of decision makers from the host country as well as the visitors' countries. This can be a tedious affair as getting access to the national tourism organisation (NTO) or any other related government agencies might be difficult. Nevertheless, if a totality approach is avoided in addressing a TDI study, the results might be bias towards just the party, which is involved in the study. Hence, the purpose of this paper is to unfold the underlying facets of tourism destination image. The process of unfolding ...

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