The purpose of the study was to define the functional relationship between the charateristics of service quality provided by hotels and their image-making. Specifically, the outhor tried to understand how hotel image could be improved by those various characteristics of hotel service quality. In order to accomplish the purpose, the following working hypotheses were estabilished : First, the hotel image in early stage is significantly influenced by the hotel ranking by the government and the customer`s personal experience with the hotel. Second, there is a significant difference in the customer`s perception of hotel service according to his personal back- ground such as sex, age, accupation, income level, and educational back- ground. Third, the hotel image in final stage is significantly influenced by the difference between the expected service and the perceived service to customer`s. Fourth, the hotel image in final stage is influenced respectively by the characters of hotel service in terms of tangibility, reliability, responsiveness, assurance, and empathy. To verify the abore hypotheses, an empirical survey was conducted against all the hotels in Pomun Tourist complex in kyungju. 560 questionnairs were distribute to customer`s, and 405(72.3%) copies of them were answered. The callected data were analyzed by SPSS/PC+ program (mostly the multiple-regression analysis). The results of empirical study verification of hypotheses are as follows : First, the hotel image in early stage is significantly influenced by the hotel ranking and the customer`s personal experience such as TV advertising, information from friends, etc. Third, the customer`s of highly-ranked hotels are more infulenced by the service quality of tangibility, reliability, responsiveness and assurance. Fouth, the hotel image in final stage significantly influences the customer`s intention to purchase its service again. In conclusion, the alternative ways to improve the image of tourist hotels like those in kyungju as follows : (1) to provide enjoyable and sensibly gorgeous service to customer`s ; (2) also to provide the privilege and of service that customer`s are proud of ; (3) to differentiate the hotel image according to its ranking and customer`s.