Traditional　methods　rarely　give　a　fully　understanding　of　tourists＇　first　impression　of　destination　images　and　how　it　affects　their　subsequent　destination　choice　behaviour.　In　addition,　the　first　impression　response　and　subsequent　destination　choice　behaviour　of　tourists　by　tourist　images　have　not　yet　been　investigated　electrophysiologically.　Hence　event-related　potentials　(ERPs)　were　applied　to　explore　the　study　of　the　brain　activity　induced　by　tourists＇　first　impression　and　destination　choice　behaviour　when　viewing　images　of　different　types　of　tourist　destinations.　The　results　found　that　(1)　Tourists＇　first　impression　formation　is　associated　with　N1,　N2　and　P2　components　produced　by　brain　activity.　(2)　There　are　significant　differences　in　the　neural　mechanism　of　tourists＇　first　impressions　of　the　aesthetic　emotional　response　to　both　images　of　the　＇natural＇　and　＇built＇　environment　and　images　that　they　＇like＇　and　＇dislike＇.　(3)　P2　and　P3　components　are　associated　with　tourists＇　destination　choice,　with　destination　＇choice＇　photos　having　a　higher　amplitude　than　destination　＇reject＇　photos　in　the　P3　component.　(4)　Good　first　impressions　are　positively　correlated　with　destination　choice　behaviour.　This　study　explores　the　electrophysiological　activity　of　destination　image　perception　and　choice　behaviour,　and　the　results　can　act　as　an　evaluating　indicator　of　destination　marketing.