From perception to satisfaction: Understanding tourist responses to Istanbul destination image

This study investigates how international tourists’ perceptions of Istanbul’s destination image shape overall satisfaction and how these perceptions vary across demographic groups. Using survey data from 216 visitors, exploratory factor analysis identified four image dimensions: comfort, security, and affordability (CSA), cultural attractions, shopping and entertainment, and maintenance and hygiene, while satisfaction was unidimensional. Multiple regression shows that CSA exerts the strongest influence on satisfaction, followed by shopping, entertainment, and cultural attractions. One-way ANOVA indicates significant differences by age, occupation, and region of origin, with region explaining the largest share of variation. The findings refine destination image theory for large urban destinations by highlighting CSA’s primacy and its demographic boundary conditions. Managerially, segment-specific strategies coupled with hygiene/maintenance upgrades and emotional digital narratives are recommended to improve satisfaction and competitiveness.