摘要：The purpose of this study is to develop a scale to measure the tourists trust in Gilan province as one of the most attractive tourist destinations in the country using the mixed method research. Qualitative data were collected using semi-structured interviews and saturation realization in the twelfth interview with academic experts, policy makers and tourism planners. Data analysis with the help of classic grounded theory, in two stages of Substantive and theoretical coding leads to the extraction of 48 concepts, 19 sub-categories and finally 6 main categories of trust in tourism destination management, travel service agencies, Employees of tourism service providers and cyberspace content; as a constituent dimension of trust in the tourism industry. In the quantitative stage, based on the extracted components, a questionnaire was prepared and given to 389 tourists visiting different cities and the validity of the model was confirmed using exploratory factor and confirmatory factor analysis.
