The study of the destinations' image is becoming one of the important areas of research and tourism. Nowadays, when all cities are beginning to be mutual competitors in attracting resources, one of the leading strategies that arose is their distinctive image. Only cities that meet the expectations and demands of its citizens, businesses and investors create a positive image in the eyes of the public and acquire the prerequisites for improving their activities. The image of a city is formed by a large number of different elements, such as economic, cultural and historical development, position and residents. The first part of this paper explains the meaning of the image itself, the image of the city and factors affecting the image, while the second part presents the basic information of Rovinj. All collected information are presented within the survey which examines how the residents of Rovinj evaluate the image of their city and if they find that Rovinj is an ideal place to live or just for tourists who are temporarily residing in the city.