The role of destination image in the influence of hotel service attributes on tourist satisfaction: An application in Turkey

This study aimed to developing two scales for both hotel services attributes and destination image constructs and creating a model that describes the relationship between these two constructs with the tourist satisfaction. Research hypotheses were tested using structural equation modeling and data that derived from the sample consisting of 1244 Iranian leisure tourists came to Antalya in Turkey and spent at least four nights in hotels. All relationships of the proposed model, specifically, the mediating role of destination image between hotel services attributes and tourist satisfaction has been approved at the significant level. In addition, using confirmatory factor analysis, scales for hotel services attributes as well as for destination image was developed. Physical environment and Staff quality dimensions for hotel services attributes and Infrastructure, Leisure, and Atmosphere dimensions for destination image were approved. Hotel managers to creat long-term relationships with tourists should be focused on providing educational programs for training professionalized staff that can provide superior services. On the other hand, due to the very different characteristics of tourists and possibility of forming several images in their mind, marketers need to manage the targeted and realized image of Antalya. Developing two new scales appropriate to the characteristics of Iranian tourists coming to Antalya, and also, assessing the mediating effect of destination image between hotel services attributes and tourist satisfaction can provide "New" feature to this research. Keywords: Hotel Services Attributes, Destination Image, Tourist Satisfaction, Behavioral Intentions, Mediating Effect, Scale Development.