A research about the mediator effect of destination image on satisfaction and revisit intentions of tourists in risk assessment of halal products and services in hotel enterprises

Halal tourism is a new product in the tourism industry and is seen as an open field for improvement. Halal tourism, which is expressed as any tourism object or action that Muslims are allowed to use in the tourism industry, has become an important market covering various aspects of the hospitality and tourism industry (such as cultural, health, leisure, lifestyle, shopping, education and business). This niche market with great potential is also considered as one of the world's highest spending tourism markets. As the halal tourism industry evolves and becomes lucrative, many countries and businesses want to gain a share of this market. Competition between countries and hotel businesses in getting a share from this market is increasing day by day. In order to gain more shares from the developing halal tourism market and to take the lead in the international competition in this market, it is necessary to determine and implement strategic policies by tourism and destination policy makers and hotel management managers to increase the potential in this field. In this context, with this research it is aimed to reveal the perspectives and evaluations of the tourists staying in the halal tourism concept in Antalya regarding the hotel businesses and destinations. Thus, identifying the relationship between risk factors associated with hotel businesses implementing this concept, tourist satisfaction, behavioral intentions, the images of the tourists related to the destination where the hotel establishments are located, research findings are intended to be a guide for destination policy decision makers and hotel managers. Within the scope of the research, a total of 660 participants were reached from 6 hotel businesses applying the halal tourism concept. The data obtained from the participants were analyzed by means of the Amos 22 program. The findings obtained from the structural equation model, in the proposed model indicate that cognitive image has a partially mediating effect between risk perception (risk factors) and behavioral intentions and satisfaction of tourists while emotional image does not have any mediating effect between risk perception and behavioral intentions and satisfaction of tourists. In this regard, detecting risk factors perceived by tourists staying in halal tourism concept for the first time and while the mediating effect of cognitive image and the importance of emotional image in influencing tourist behaviors, lack of mediator effect was determined as the most important result of the study in terms of tourist satisfaction in Antalya destination. In order to increase the satisfaction of tourists, which strategies and policies should be created by destination policy makers and which risk factor are important for hotel managers have been revealed with the results of the research.