Motivations, risks, and constraints: An analysis of affective and cognitive images for cannabis tourism in Canada

IF 4 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Empirical Insights Pub Date : 2023-10-03 DOI:10.1016/j.annale.2023.100110

Lena Jingen Liang , Hwansuk Chris Choi , Susan Dupej , Alireza Zolfaghari

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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.

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动机、风险和约束:加拿大大麻旅游的情感和认知形象分析

本研究的目的是探索加拿大作为大麻旅游目的地的形象，并调查游客的动机、感知风险和旅行限制如何影响他们前往加拿大休闲消费大麻的意图。通过从旅行前的角度考察图像形成过程，本研究调查了动机、感知风险和旅行限制对情感和认知图像的影响，这些图像有助于形成旅行前的图像和大麻旅游的访问意图。实证结果表明，潜在大麻游客的访问意向更多地受到他们对加拿大的情感形象而非认知形象的影响。此外，感知风险充分中介了认知形象与来访意向之间的关系。这些发现为地方政府、目的地营销团体和有兴趣开发大麻旅游市场的企业提供了宝贵的见解。

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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