Abstract: Destination image perceived by market has been studied for a long time. The main objective of this study is to examine self- image perception of destinations with special references to Turkiye as a tourist destination and Turkish tourist guides. Under the light of developed conceptual framework, a field research was designed and applied. The study discovered that there may be differences between hosts’ perceptions on overall image and destination image of a country. Considering the differences this article will explore two questions that authors pose: According to guides what kind of image problems does Turkiye have and how they affect each other? Authors of the paper have implied the importance of the tourist guides in the destination image formation and management processes.