Destination Image Dimension: A Descriptive Analysis of Foreign Visitors At Borobudur, Indonesia

This study aims to determine the dominant factors forming image in context of tourism destinations. The quantitative method with survey format chosen this study, where data obtained through convenience sampling were analyzed using Principal Component Analysis (PCA). results showed that Borobudur as a destination was formed by 4 factors, namely: Core Attractions, Supporting Services, and Experience. have implications for marketers get clear picture how is eyes tourists so programs or activities developing improving quality are more focused right on target. paper fills gap generic branding literature adopting an empirical stance describing image-forming destinations.Keywords: Brand image, branding,