Destination image has a significant theoretical and practical contribution in tourism. Since the last four decades conceptual and empirical studies concerning this topic have been conducted. However, there is still a lack of theoretical framework due to the complex and multiple construct of destination image. This paper presents work in progress towards the development of a destination image model and intends to be a reflective thinking concerning image and destination image research. A review is provided and a way towards a theoretical framework based on an alternative approach is presented. Following the assumption that destination image construct is ambiguous a broader understanding grounded on a multidisciplinary approach is required. Recommendations are made for using this holistic conception on destination image research, aiming to a future development of an integrative model to be applied on the Alqueva Lake, the largest man-made lake of Europe, located in the south of Portugal.