This empirical research deepens current knowledge of tourism destination image by conceptualization of image of sun, sand, and see (3S) tourism and investigates its impact on tourist attitude toward 3S tourism. This research project also examines the impact of attitudes toward 3S tourism on visit intentions and word-of-mouth intentions as two behavioral outcomes. The study focuses on the mental representations of 3S tourism by tourists, where tourism products and experiences dominate the formation toward the whole destination.Destination image (mental representation of destinations) can be defined, operationalized, and measured in a variety of ways; this study investigates the image and attitudes held by tourists toward 3S tourism in Cyprus, along with desired behavioral responses. 410 survey questionnaires were administered to tourists during the summer of 2017. The results revealed that image of 3S tourism had a positive impact on tourist attitudes. Visit intentions and wordof-mouth intentions were enhanced by improving tourists' attitudes toward 3S tourism.