This paper proposes and tests a model of four different scales of destination image and their link to satisfaction.  In addition the analysis controls for tourists that are first time visitors versus repeat, their gender, their spending and their age.  The focus of the model is represented by satisfaction, which is considered a requirement that must be met for the success of the overall trip.  Data was collected in Sweden.  The model is assessed with several multivariate methods and it generates acceptable levels of validity and reliability.  Results for the final regression model also suggest avenues for further research on high spenders tourists that are in older age categories.