Tourism and hotel industry are showing the tendency of continuous and rapid growth on a global scale. The improvement of the working process is quite remarkable, i.e. the quality of service, but also the construction of numerous new facilities, which together affect the competition in the international tourism market, where the Republic of Macedonia also gives its national tourism product. This paper pays special attention to the hotel service, as its inevitable and irreplaceable factor determining guest satisfaction. In this paper, hotel image is particularly highlighted. Building and strengthening of the hotel image becomes one of the basic strategies for the consumers achieving greater value and better positioning in the market. The key question imposes as to how to build a good image of a hotel and identify the components that affect the hotel image. This paper analyses important components that affect the hotel image. To that end, research has been performed which confirms that the hotel image is created by products of services, location, clients, atmosphere, after-sales services and promotional activities.