The image of private accommodation represents the impression of the public which is why it is necessary to control its offer and content with the end goal of maintaining the desired image based on identity. Due to the fact that Croatia, as a tourist destination, provides a vast offer of private accommodation, the aforementioned have become the essential, not only for the satisfaction and positive experience of tourists, but also for positive development of the destination as well as its community. The global health crisis has jeopardized the very foundation of tourism economy and has substantially decreased the contribution of the sector of tourism and travel in the global GDP. Borders were closed, travel was restricted, quarantine orders were set in place and many other epidemiological measures have been implemented which has led to the decrease of arrivals and overnight stays of tourists. Consequently, the covid-19 pandemic has had a negative impact on the image of private accommodations, which is the primary focus of this thesis. The main goal of the thesis is to define the activities and measures necessary to implement when managing private accommodations in order to create a positive image in spite of the negative effects of the pandemic. Accompanying goals include defining the terms of image, private accommodation and the covid-19 pandemic, as well as defining the overlapping and interdependence of these key terms; pinpointing the motivation of guests for renting private accommodations and determining the necessary changes in the management of the accommodation offer. The results of preliminary research have demonstrated that health and safety were in fact the main elements that should be taken into consideration when doing business. Furthermore, cleanliness has shown to be a key element which affects the booking of private accommodations. Taking into consideration the specific times during which this thesis has been written and the fact that renters neither have experience nor proper knowledge how to appropriately handle their business, it is not possible to define with certainty exactly to what extent have their management activities contributed to tourism business in Croatia.