This study investigates the effect of destination image on perceived destination value, satisfaction and destination loyalty. This study also examines the moderating effects of tourist characteristics and involvement on the relationships between destination image and its outcomes. A total of 783 completed questionnaires were analyzed using structural equation modeling technique. The findings indicate that destination image has significant effects on perceived value, satisfaction and loyalty. The results also reveal that the strength of the effects do not depend on tourists’ gender or material status; however they do depend on tourists’ age, income, and level of involvement.