| With the development of society and economy, tourism transports make convient people to choice destinations in the scope of whole the globe. Transport as a factor that affects tourism industry developmnent is not such priminent. Nowadays destination's competition is more heated than ever, thus location plays a less important role in the competition with other destinations. On the other hand, with the aggravation of information in post-modern society, people live in a visual world according to sociologic opinions. Then people's consume trend to affective consume or image consume. Substantial research outputs show that destination image affects tourist's choices and consequent behavior. We can say tourism destination image's competitions show tourism destination's competition. How to shape particular tourism destination image become a vital factor of tourism destination's competitions as to a country, a region, a town or an enterprise. The importance has led to a growing body of research on the tourism destination image.Positioning toursim destination image can be devided two aspects, including deconstruction and reconstruction. Deconstruction includes resources evaluation and market analysis. Recognitie/affective evaluations and quantatitive evaluations can be used in resources evaluation at beginning of research. After depth analysis, this paper put out the ways, contents for toursim destination image measuring, furthermore give the measuring methods and analysis techiniques used for market devision and competion strategy including various qualitive and quantatitative analysis skills.Tourism destination theme catchword is the final conclusions for positioning research, which direct destination's marketing. This paper gives a process model of abstracting destination images based on analysis of the principle and tactics.Fanally, author applicated the image positioning theary to Chongqing's city tourism image research, and thinks that the catchwords contain three level structures.
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