This paper proposes a new measure based on developing gap ratios between expected images of a tourism destination and experienced images. By measuring the gap between experienced and expected destination images we enable the ratios to vary on a larger scale ranging from -6 to +6. The result of our proposed gap definition theory is that we do not focus on consumers that found certain images important but primarily on those consumers that vary between what they expect and what they experience. Another important consequence is that the approach also facilitates dealing with the issue of respondents’ likelihood to score highly on questions relating to selected product or location attributes and also imputes skewed responses to the middle, thereby creating measurements that more closely approximate a normal distribution. A further important implication of the paper is it also links four destination image factors to satisfaction and examines the proposed hypotheses. The objective of the paper is to establish a general model between image and satisfaction. To date a total of 288 responses have been collected from Sweden and Turkey. Our hope is that this project will stimulate further research and ultimately validation of the proposed measurement and analysis approach. Our sample consists of tourists that voluntarily accepted to share their preferences. Since we are proposing a new type of ratio analysis, with relatively limited sample size, we also had to delete several items that were either not normally distributed or exhibited unacceptable reliability and validity.  Our theory is practically oriented and implies a new theoretical direction within destination image research. Our proposed theory is also developed in an effort to demonstrate a greater correspondence between empirical settings and theoretical assumptions.