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The Moderating Role of Cannabis Usage and Voting Intention on Oregon Residents' Support for Cannabis Tourism

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Changes in perceptions and laws on recreational cannabis use have shifted significantly in recent years. Yet research in this field is still scarce. This study explores residents' perceptions on impact and support for cannabis tourism using cannabis user status and voting intention as moderators. Results from a quantitative survey distributed to Oregon residents (n = 700) reveal overall positive perceptions on cannabis legalization and cannabis tourism. More specifically, perceived positive impact had more influence on support for cannabis tourism among nonusers than users, while users' support appeared to be steady regardless of their perceived level of positive impact. The study findings also showed a significant relationship between voting intention and support for cannabis tourism but an insignificant interaction between voting intention and impact factors, indicating that voting intention may be treated as a separate construct affecting residents' support, rather than a moderator between impact factors and support level. Considering the continued evolvement in the legal and economic landscapes of cannabis tourism, policymakers 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

Affiliations: 1: School of Business, Southern Oregon University, Ashland, OR, USA 2: Hospitality Management, Food Science and Human Nutrition, Colorado State University, Fort Collins, CO, USA

Publication date: October 5, 2022

This article was made available online on August 5, 2022 as a Fast Track article with title: "The Moderating Role Of Cannabis Usage and Voting Intention on Oregon Residents’ Support for Cannabis Tourism".

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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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