This study was conducted to examine the relationships between the destination image and the tourist satisfaction of the homeward tourists. Particularly, it was hypothesized that there was a cause-effect relationships between image and tourist satisfaction and this relationships were differed by the purposes of visits and the past experiences of visitors. A field survey was conducted in Jeju island, Korea and total of 385 data were collected and analyzed. The results showed that there were cause-effect relationships between affective or cognitive image and tourist satisfaction. Also, these relationships were differed by the purposes of visits and the past experiences of visitors.