The purpose of this study is to examine how online reviews from other users in a tourism service website generate emotions and cognitions that contribute to the formation of the image of a tourism service. We used a real website of a rural destination as a tourism service. We tested the proposed conceptual model using structural equation modeling. Our results show a correspondence between consumers’ thoughts and the cognitive dimension of image, as well as between the emotions expressed by subjects and the affective dimension of image. Results confirm that the image of a tourism service is an important predictor of tourism service preferences. This overall image influences consumers' future intentions, not only to buy the service but also to recommend it to other consumers. In summary, we propose and test a model that shows how online reviews significantly influence image formation and subsequent consumer behaviors. To date, little is known about to what extent online reviews are useful to generate cognitive and emotional responses in potential tourists. Consequently, understanding its role in a tourist's decision making process, and assessing the relationships between utility of online reviews, emotions, cognitions and image towards the tourism service will make both scientific and practical contributions. While contributing to the body of knowledge on image formation process, our results are also relevant for public administrations and tourism marketing managers.