In tourism research, although 'satisfaction' and image are thought to be the critical factors to determine tourist behavior, there are few approaches to connect theoretical framework to real tourism data. The expectation disconfirmation model is one of the effective theoretical paradigms for satisfaction. I collected the questionnaire data on tourists to Teshima Island, where once suffered from industrial waste pollution problems and now try to develop tourism by modern arts. As a result, it is clear that (1) Oliver's model on consumer satisfaction is fairly applicable to the disconfirmation and satisfaction of tourists in Teshima, and (2) visitor's satisfaction and regional image transformations are connected with each other.
