Abstract: This paper aims to assess Neijiang city’s image as a tourist destination among domestic tourists by applying Expert interview and EFA in the hope of giving an appropriate image orientation. The result shows that the original image of Neijiang city is too vague and general to have any substantial appeal to the tourists. It is suggested that the image of tourist destination be shifted to the image of “Native Place of Daqian, City of Tasty food”, and “Daqian’s Neijiang, City of Freshwater Fishes” and “Native Place of Daqian, City of Hospitality” be made the publicity slogan so as to readjust the image orientation of the city. Meanwhile, attention needs to be paid to the perceptive differences among different groups of tourists so as to launch a pointed publicity campaign in the segment markets