Approaching Cannabis Tourism With Shared Value in Legal Contexts

Abstract

Global initiatives in the legalization of recreational cannabis pave the way for a novel category of special interest tourism (SIT) disconnected from illegal drugs and deviance. Changing social attitudes call for a non-stigmatizing framework for understanding cannabis tourism. This study introduces the concept of shared value from Corporate Social Responsibility (CSR) into cannabis tourism research. This innovative approach is supported by evidence from a qualitative study that explores best practices among cannabis tourism operators in Canada. The analysis reveals how the social values of safe recreational consumption, ensuring governmental accountability, and establishing legitimacy through collective advocacy emerge due to reimagining cannabis products, revaluating productivity, and fostering a supportive industry ecosystem, respectively. A challenge for cannabis tourism suppliers is the lack of regulations for responsible consumption in public spaces. A tourism perspective of legalization highlights a regulatory gap around cannabis consumption, which is an area in need of policy development.