Destination image has significant influence on tourist behavior. In the process of travel decision making, tourists are more appeal to destination with positive, clear and strong images. (Echtner & Ritchie, 1991; Tasci & Gartner, 2007; Tasci, 2009) Different levels of impact on consumer buying process are inserted by various types, components and dimensions of destination image.(Tasci & Gartner, 2007) At the same time, destination image modification will take place when tourists experiencing their visit. (Chon, 1991) This research is intended to investigate the bi-directional influence between the formation of destination image and tourist buying process by conducting empirical analysis of Chinese tourists travelling to New York City. The proposed research questions are: 1) What is the role of image formation agents at specific points in the consumer buying process and 2) What is the impact of experience on destination image. Qualitative research method will be used for this study.