This study examines the most important factors of destination image of Beijing, investigates the association between factors of destination image and tourists``future int ntion and examines the effects of destination image on the fu ure intention of tourists to visit (or not to visit) Beijing. Ten dimensions are used to measure the destination image: landscape and surroundings, cultural attraction, nightlife and recreation, shopping, sports, accommodation, gastronomy, price and cost, transportation, social interaction and friendliness. Respondents are tourists who are currently visiting Beijing; they are approached randomly at several strategic places such as airport, train stations and shopping complexes within three weeks time resulted to I SO responses. Some results of the study show tIl at gastronomy, cultural attraction and sport are the top threeimportant destination image factors. Wherea , r suits from logisticregression show that none of the tourists had a bad experience in Beijing, SPOl1S will det Imine revisiting Beijing in the future but culture will get tourists to visit Beijing more often in the future, and most importantly price and costs wi II make tourists visit Beij ing again in the future and will recommend to friends and relatives. one of th de tination image factors manage to attract touri ts to become new residents of Beijing.