The purpose of this research is to find out what influence of the motivation of shopping tourism and the shopping tourist destination image affected to the choice of shopping tourist destination. As the result of the research, it was found out that the motive of shopping tourism and the shopping tourist destination image affected much to the choice of shopping tourist destination. The result of this research means that stimulating the motive of shopping tourism can bring about effects of alluring shopping tourist. Moreover, through improvement of psychological, cognitive image that forms image of shopping tourist destination, tourists can be allured. Therefore, when developing the marketing strategy related to shopping tourism in future, the development of strategy, which improves tourism motive and tourist destination image, is needed.