In today's fiercely competitive environment, hotel companies value hotel image in order to secure competitive advantage and to differentiate themselves from other brands. In this study, we sought to explore the relationship among the effects of hotel image, brand preference, and purchasing intention, which is relatively less covered in prior research. Three hypotheses have been established and verified that the physical and emotional images and the sub-dimensional to the hotel image, have statistically significant effects on both brand preferences and purchasing intentions. It was also shown that brand preference has a significant impact on purchasing intentions. The results of this study can provide basic data for identifying and utilizing the importance of hotel images and establishing marketing strategies for continuous image management of hotel companies.