The image has always been one of the main means of communication in the history of mankind, and today it has gained extraordinary importance, especially with the advent of the Internet and the spread of global communication. Since the invention of photography, there has been a gradual expansion in the production and use of images. The aim of this study is to analyse the degree of influence of the social media Facebook in relation to decision making when choosing a tourist destination and also to relate imagery to image, influencing purchasing behaviour, consumption and satisfaction.