The effect of perceived destination image on tourist satisfaction and revisit intention: A research on Iranian tourists visiting Van

The aim of this study is to determine the positive and negative impacts of perceived destination image on satisfaction and revisit intention of Iranian tourists visiting Van province, one of the most important tourist attractions in the Eastern Anatolia Region. In order to collect data, face-to-face interviews were conducted and the data were analysed using statistical software SPSS (SPSS 20). In this study, simple and multiple regression analyses were used to demonstrate the relationship between destination image, tourist satisfaction and revisit intention. These analyses performed show that the perceived destination image of Iranian tourists has an effect on tourist satisfaction and revisit intention. According to the results of multiple regression analysis, it was observed that the subdimensions of prices and shopping and service and security of destination image have an effect on tourist satisfaction, whereas no effect was detected on the subdimensions of historical and cultural values, natural beauties and social activities. Moreover, it was noted that the subdimensions of price and shopping and service and security of destination image have an effect on the revisit intention, while the historical and cultural values, natural beauties and social activities have no effect on the revisit intention of tourists.