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

Jun Wen; Fang Meng; Tianyu Ying; Yaniv Belhassen

doi:10.1080/13683500.2019.1584608

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

Jun Wen, Fang Meng, Tianyu Ying, Yaniv Belhassen

Department of Tourism and Leisure Management

Research output: Contribution to journal › Article › peer-review

24 Scopus citations

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.

Original language	English
Pages (from-to)	36-51
Number of pages	16
Journal	Current Issues in Tourism
Volume	23
Issue number	1
DOIs	https://doi.org/10.1080/13683500.2019.1584608
State	Published - 2 Jan 2020

Keywords

Chinese tourists
Commercial cannabis
cluster analysis
tourist motivation
tourist segmentation

ASJC Scopus subject areas

Geography, Planning and Development
Tourism, Leisure and Hospitality Management

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1080/13683500.2019.1584608

Cite this

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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.",

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AB - 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.

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

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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