•Measures the image gap in their cognitive, affective and conative dimensions.•Examines the antecedents and consequences of the pre- and post-visit gap in the image of a tourist destination.•411 respondents who visited the island of Tenerife (Spain) for the first time were surveyed.•Provides practical recommendations for avoiding the image gap. The purpose of this study is to examine the antecedents that explain changes to the image that first-time tourists have (pre- and post-visit image gap) of a destination and its impact on satisfaction and loyalty through the design and validation of a model. The research has been carried out using a sample of 411 tourists in Tenerife (Spain). The involvement with the trip, the time dedicated to the search for information, and the number of attractions visited influence the change in cognitive image. The factors that explain the time spent searching for information are uncertainty, involvement, and duration and intensity of the visit. The positive gap in the image generates greater satisfaction, which has a positive impact in the loyalty.