The effect of destination image on tourist perception of risk and repurchase intention on the choice of a vacation place by solo traveling women

The tendency of women to travel alone has become an increasing trend in recent years. This phenomenon is seen as a factor that supports women's personal freedom and individual development; however, it also raises concerns about the potential risks faced by solo female travelers. Particularly in the selection of holiday destinations, destination image plays a critical role in mitigating perceived risks. Additionally, the destination image is known to influence solo female travelers' intentions to revisit the same destination after their trips. In this context, understanding the relationship between perceived risks and destination image among female tourists is crucial for making strategic decisions in the tourism sector. The primary objective of this study is to examine the impact of destination image on perceived risk and the influence of this image on repurchase intention among solo female travelers. The study aims to understand the travel behaviors of solo female tourists and analyze the factors affecting these behaviors. Based on the conceptual framework established through a comprehensive literature review, a survey questionnaire was developed. Between December 2023 and February 2024, a 74-item survey was administered to participants in both online and printed formats. After excluding incomplete or erroneous responses, a total of 712 valid questionnaires were included in the analysis, collected from an initial pool of 874 participants. The findings reveal that factors such as safety, natural environment, and historical-cultural attractions are prioritized in the holiday destination choices of solovii female travelers. Destination image emerges as a key determinant of the perceived risks experienced by female tourists during their travels. Specifically, psychological and health risks were found to be significantly influenced by destination image. Furthermore, destination image shapes the perceived risks of solo female travelers, which in turn has a direct impact on their repurchase intentions. Regression analyses used in this study indicate that while destination image has a limited influence on certain types of risks (e.g., social and financial risks), it significantly affects overall perceived risk and repurchase intention. Additionally, the socio-demographic characteristics of female tourists (such as age, education level, and income level) were found to have varying levels of influence on perceived risks and repurchase intentions. These findings provide critical insights into the decisionmaking processes of solo female travelers and offer valuable data for integrating these processes into strategic planning in the tourism sector. The results of this study offer various recommendations for tourism businesses and destination managers to enhance the travel experiences of solo female travelers. Developing safety-oriented strategies, strengthening the positive images of destinations, and establishing infrastructures that enhance travel security are critical for the sustainability of the sector. Furthermore, this research makes a significant contribution to the tourism literature by addressing the destination image and perceived risks of solo female travelers. In conclusion, this study provides a comprehensive analysis of the relationships between destination image, perceived risk, and repurchase intention among solo female travelers. By addressing gaps in the existing literature, it paves the way for future research in this field. It is recommended that future studies expand on the elements addressed in this research and conduct more in-depth examinations. These findings are expected to guide tourism stakeholders in developing more effective strategies for creating secure, appealing, and satisfying experiences for solo female travelers.