Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/337771 
Year of Publication: 
2023
Citation: 
[Journal:] Annals of Tourism Research Empirical Insights [ISSN:] 2666-9579 [Volume:] 4 [Issue:] 2 [Article No.:] 100110 [Year:] 2023 [Pages:] 1-11
Publisher: 
Elsevier, Amsterdam
Abstract: 
The aim of this study was to explore Canada's image as a cannabis tourism destination and investigate how tourists' motivations, perceived risks, and travel constraints affect their intentions to visit Canada for leisure cannabis consumption. By examining the image formation process from a pre-travel perspective, this study investigated the impacts of motivation, perceived risks, and travel constraints on the affective and cognitive images that contribute to the formation of a pre-travel image and visiting intention for cannabis tourism. Empirical results indicated that potential cannabis tourists' visiting intentions were influenced more by their affective image towards Canada than their cognitive image. Furthermore, perceived risk fully mediated the relationship between cognitive image and visiting intention. These findings provide valuable insights for local governments, destination marketing groups, and businesses interested in developing the cannabis tourism market.
Subjects: 
Destination image
Travel intention
Marijuana legalization
Canada
Cannabis tourism
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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