This research project aims to analyze the impact of perceived quality on the socially responsible behavior of solidarity tourists in the rural municipality of Asni, Morocco. As a result, we carried out a pilot qualitative study based on maintenance guides administered to hotel owners in the rural town of Asni, seeking to collect their opinions on tourist perceptions of the quality of service provided by the contact staff, with the aim of identifying the needs of tourists and their expectations, thus arousing satisfaction, loyalty and possibly their socially responsible behavior. Regarding the verification of our research hypotheses, we carried out a quantitative study based on questionnaires, administered to solidarity tourists, who come as part of a solidarity trip with tour operators, who guarantee respect for the environment of the places visited and which finance development projects for the benefit of the local population. This research brings many answers to questions that have been raised about the concept of perceived quality and socially responsible behavior. The study helped at least to shed light on certain components and dimensions of service and their importance in the perception by the tourist solidarity.

Awareness of the requirements of sustainable development has become increasingly important in terms of responsible consumption, respect for the environment and promotion of local economies. The purpose of this research is to examine the impact of sustainable involvement and buying intentionof tourists on their socially responsible behavior. An empirical study was conducted with a sample of 113 tourists in Morocco. Validation of hypotheses through bi-varied analysis shows that sustainable involvement and intention have a positive impact on socially responsible behavior. In addition, the age, gender and marital status variables have a significant moderating effect on causality links between groups.