At the beginning of the twentieth century the tourism market has never been more connected, expanded, dinamic and fragile. Terms like globalization and mass tourism, easier travel options and increased availability to certain destinations, are only a few factors that influenced present formation of modern ways of travel and handling business in tourism. One of the terms that is connected with tourism destinations and their business operations is tourism destination image. Based on the aquiring unique primary dana, the goal is examination of various opinions about city of Split as a tourism destination from the perspectives of the different stakeholders who are somehow connected to the mentioned destination. A total of 240 participants respones were tested, and they were divided in three stakeholder groups: local residents, domestic tourists and stakeholders who are involved in tourism supply. In formed survey, a certain attitudes about specific parts of the destination were questioned, along with affective associations about the destination. Also, the „Top of mind awareness“ (TOMA) method was used, and based on that method the primary associations about the city of Split were collected. Thorough analysis of available secondary dana was also made and based on that analysis, the extensive theoretical foundation was made with the ultimate goal of getting the better insight about the general theme of the paper. Collected results are displayed with tabular and graphical representations, and statistical analysis was made by using Microsoft Excel programme. One of the main goals of this research is to evaluate various opinions about the image of Split from the perception of various stakeholders, and also to evaluate differences in these opinions and attitudes between local residents, domestic tourists and tourism supply stakeholders. Primary research has rejected two out of three hypothesis, therefore it has been confirmed the existance of different perceptions of Split´s image between local residents and domestic tourists. Additional goal of this research was creation of high quality theorical foundation related to the paper subject which can provide detailed insight about the importance of tourism destination image, and also create certain foundations and suggestions for planning and cre ating marketing activities, along with creating foundation for future papers, research and publications.