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The aim of this article is to examine image transformation among tourists in regard to Mazu pilgrimage tourism in Taiwan. The focus is on examining the transformation in organic, induced and complex image dimensions targeting tourists; this study adopts one factor within-subjects ANOVA and systematic sampling as the methodology. A total of 297 samples studied shows that tourists exhibit significant differences in relation to the formation of 33 organic, induced and complex image items of Mazu pilgrimage. A summary of differential trends shows that tourists' perception of unique images (such as the 10 major ceremonies) is enhanced with information stimulation and tourists' actual visitation. Furthermore, tourism information stimulation has a significant effect on “psychological–common–individual attribute” images. [ABSTRACT FROM PUBLISHER]