Cultivating cannabis agritourism: Integrating service-dominant logic in Northern California’s Emerald Triangle

IF 5.7 1区社会学 Q1 GEOGRAPHY

Journal of Rural Studies Pub Date : 2025-09-02 DOI:10.1016/j.jrurstud.2025.103864

Susan Dupej, Hwansuk Chris Choi

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Abstract

Cannabis legalization presents an unexplored context to address tour guides as strategic actors in the relationship between agriculture and tourism. In California, landmark Proposition 64 (2016), which legalized recreational cannabis, opens up opportunities for agritourism in rural areas, establishing the state as a unique hub for commercial cannabis farm tours. The purpose of this paper is to employ Service-Dominant Logic (SDL) as a framework for conceptualizing cannabis agritourism as a dynamic 'service ecosystem'. Evidence from a case study carried out in the Emerald Triangle demonstrates how the strategic value-creating activities of agritourism entities, including the tour guide, catalyze value co-creation in B2C and B2B domains. A supply-side perspective highlights the tour guide as a mechanism to resolve the persistent challenge of integrating agriculture and tourism. By providing a potential solution to facilitate the coexistence of agricultural production with customer-oriented services, tour guides also strengthen the cannabis supply chain more broadly.

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培育大麻农业：整合北加州翡翠三角的服务主导逻辑

大麻合法化提出了一个未开发的背景，以解决导游在农业和旅游业之间的关系的战略行为者。在加州，具有里程碑意义的第64号提案（2016）使娱乐性大麻合法化，为农村地区的农业旅游开辟了机会，使该州成为商业大麻农场旅游的独特中心。本文的目的是采用服务主导逻辑（SDL）作为将大麻农业旅游概念化为动态“服务生态系统”的框架。在翡翠三角进行的案例研究的证据表明，包括导游在内的农业旅游实体的战略价值创造活动如何促进B2C和B2B领域的价值共同创造。从供给侧的角度来看，导游是解决农业与旅游业融合的持续挑战的一种机制。通过提供一种潜在的解决方案，促进农业生产与以客户为导向的服务共存，导游还可以更广泛地加强大麻供应链。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Rural Studies Multiple-

CiteScore

9.80

自引率

9.80%

发文量

286

期刊介绍： The Journal of Rural Studies publishes research articles relating to such rural issues as society, demography, housing, employment, transport, services, land-use, recreation, agriculture and conservation. The focus is on those areas encompassing extensive land-use, with small-scale and diffuse settlement patterns and communities linked into the surrounding landscape and milieux. Particular emphasis will be given to aspects of planning policy and management. The journal is international and interdisciplinary in scope and content.