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Support for Cannabis Tourism: A Tale of Two States

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The cannabis tourism market has seen tremendous growth in recent years. However, research activities by academic scholars and industry professionals have barely scratched the surface to explore this emerging tourism segment. This study addresses the gap by comparing resident perceptions on cannabis tourism in two states, Colorado and Oregon. A quantitative survey was distributed to Colorado (n = 254) and Oregon (n = 165) residents. Results of the study revealed that the respondents in each state appear to have different views on perceived impact from, benefit of, and support level for cannabis tourism. Overall, Colorado residents' attachment was higher than Oregon respondents. Additionally, Colorado residents showed that if they had a higher place identity, they were less likely to perceive negative impacts. In a similar context, the study results also confirmed that there was a stronger causal relationship between respondents' perceived impact and support for cannabis tourism among Colorado respondents than Oregon respondents, indicating that Colorado residents' support for cannabis tourism was more significantly influenced by their perceived positive and negative impact levels than Oregon respondent. Considering the continued evolvement in the legal and economic landscapes of cannabis tourism, policy makers and industry professionals should engage in continual conversations on how to plan and manage this new tourism segment for community and state development.


Document Type: Research Article

Publication date: October 27, 2020

This article was made available online on September 3, 2020 as a Fast Track article with title: "Support for Cannabis Tourism: A Tale of Two States".

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  • Tourism Review International is a peer-reviewed journal that advances excellence in all fields of tourism research, promotes high-level tourism knowledge, and nourishes cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in tourism are served by documenting industry practices, discussing tourism management and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changing tourism patterns and trends at the local, regional and global scale.
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