Aim: In this study, the effect of the perceived service quality of the domestic tourists coming to the thermal hotels in Afyonkarahisar by the travel agency between February and June 2018 on the destination image was investigated. Within the scope of the results obtained in the research, suggestions were made to increase the service quality of thermal hotels. Method: 440 people were interviewed with the permission and participation of the related hotels between these dates. The resulting data were analyzed using descriptive statistics on computer. Findings: 220 male and 220 female participants participated in the study. The 38-47 age group has the highest rate of 40%. 81.6% of the participants stated that they were married. 16.6% of the respondents were housewives and 16.1% were civil servants in the public sector. 66.8% of the participants stated that they had an income between 1301-3900 TL. 45% of the participants, the purpose of travel is health. A significant positive correlation was found between H1 and H4 variables. H2, H3 and H5 were rejected. Result: In the study, it has been concluded that continuous improvement of service quality of agencies and hotels, the clean and up-to-date technological features of the tools used in service of hotels and agencies, increasing the transportation facilities for tourists, are important factors affecting the image of destination, promotion of other touristic elements in the region and performing different activities that tourists can participate in are important factors affecting the image of destination.
Keywords: Travel Agencies, Thermal Tourism, Destination İmage, Service Quality