Title

A study of segmentation of cannabis-oriented tourists from China based on motivation

Document Type

Journal Article

Publication Title

Current Issues in Tourism

Publisher

Routledge

School

School of Business and Law

RAS ID

28307

Comments

Wen, J., Meng, F., Ying, T., & Belhassen, Y. (2020). A study of segmentation of cannabis-oriented tourists from China based on motivation. Current Issues in Tourism, 23(1), 36-51. https://doi.org/10.1080/13683500.2019.1584608

Abstract

In the wake of the early liberal policies of the Dutch government, coffee shops in Amsterdam have become famous for their outright sale and free use of cannabis-related products. Based on a sample of 654 Chinese tourists who consumed cannabis during their vacation in the city, this study proposes three clusters of cannabis tourists: cannabis enthusiasts, diversionists/recreationists, and the curious. Significant differences in sociodemographic characteristics and behavioural intentions were detected among these clusters. In light of the commercialization of cannabis in other destinations across the world, the research proceeded to discuss theoretical and practical implications for marketers and managers in the tourism industry.

DOI

10.1080/13683500.2019.1584608

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