Traditional market plays an important role in capturing the image of the city. In some cases,
traditional markets give contribution to signify city identity. The identity of traditional market of
Beringharjo is influenced by the mental images that Beringharjo has a distinct characteristic. Its
characteristic stimulates certain perception to the community, so that they give behavioral response to
preserve a traditional market of Beringharjo, whether Beringharjo as a physical setting or the activities
inside. This paper aims to describe the inter-connection of mental images and the perception of
traditional market of Beringharjo, so that traditional market of Beringharjo as a physical setting and the
tradition embedded in the activities inside are still been preserved. Method used in describing the topic
is by explaning three important roles of mental images (Burnette, 1974), inwhich these images play:
i.e. as an abstract framework for organizing behavior; as functional pattern in the mediation of thought;
and as symbolic basis of language and communication, implemented on traditional market of
Beringharjo. In sum, preserving traditional market of Beringharjo needs to consider the perceptions
and opinion from several groups of community who have closed relationship with the existence of
traditional market of Beringharjo.