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

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  • Jun Wen
  • Fang Meng
  • Tianyu Ying
  • Yaniv Belhassen

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.

Suggested Citation

  • Jun Wen & Fang Meng & Tianyu Ying & Yaniv Belhassen, 2020. "A study of segmentation of cannabis-oriented tourists from China based on motivation," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(1), pages 36-51, January.
    • Handle: RePEc:taf:rcitxx:v:23:y:2020:i:1:p:36-51
    DOI: 10.1080/13683500.2019.1584608
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    Cited by:

    1. Soo Kang & Rebecca Hill & Dawn Thilmany, 2024. "Assessing Economic Impacts of Mile High 420 Festival in Colorado," Tourism and Hospitality, MDPI, vol. 5(3), pages 1-16, June.

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