Designing the model of the relationship between destination social responsibility and revisit intention in Gilan province by a mixed method research

The profitability of tourism destinations due to the return of loyal tourists has made tourism one of the leading sectors in the global economy, which is highly dependent on natural and cultural resources and should be used responsibly. The purpose of this study is to explore destination social responsibility dimensions of tourism destinations in Guilan province from the perspective of tourists and to investigate its effect on revisit intention and the effect of destination trust and Tourists’ satisfaction as a mediator and destination reputation as a moderator in this regard, by using sequential exploratory mixed method. At the beginning and in the qualitative stage of research, the economic, environmental, cultural, legal and ethical dimensions of destination social responsibility obtained from classical Grounded theory research method throughIn-depth interview with 12 tourists and coded by using "MAXQDA" software, and then have been tested along with hypotheses which obtained from studying the Iranian and foreign literature, by non-probability sampling and snowball method through a questionnaire from 236 Iranian tourist samples and using structural equation modeling by "PLS" method and software "SPSS". Findings show that destination social responsibility does not have a direct and significant effect on revisit intention. But this relationship was indirectly confirmed through destination trust and Tourists’ satisfaction.. Reputation also has a moderating role in the relationship between environmental, cultural, legal dimensions with trust in the destination and also the ethical dimension with the Tourists’ satisfaction.