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

Jun Wen, Fang Meng, Tianyu Ying, Yaniv Belhassen

Research output: Contribution to journalArticlepeer-review

16 Scopus citations


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 languageEnglish
Pages (from-to)36-51
Number of pages16
JournalCurrent Issues in Tourism
Issue number1
StatePublished - 2 Jan 2020


  • Chinese tourists
  • Commercial cannabis
  • cluster analysis
  • tourist motivation
  • tourist segmentation

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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