ABSTRACT Destinations with beautiful landscapes have the advantage of portraying powerful mental imagery which is a strong virtual magnet for tourist attraction. However, perceived terror threats can dampen the power of mental imagery. The objectives of this study include the examination of dissonance resulting from beautiful mental imagery and perceived terror threats. We also revisit the relationship between mental imagery and cognitive image which we believe needs to be revised under correct theoretical understanding. The destination under consideration in this study is Kashmir – a destination at the northern tip of India. Our structural model revealed insightful theoretical and managerial insights.