The purpose of this study was to develop guiding principles to encourage higher levels of teaching and learning in Web-based distance education. The research framework used Zetterberg's (1962) model for change. Data from semi-structured interviews with university instructors who had experience in teaching Web-based distance education courses, a focus group interview with educational technologists, a review of related literature, and my own reflective journal, provided insights for the development of teaching and learning principles. A validation process was then conducted from experts and scholars in the field through a consensus survey. The outcome was the development of a model with nine principles that facilitate higher levels of teaching and learning in Web-based distance education. (Contains 1 figure and 4 tables.)