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Defining Marijuana Tourism

The purpose of this study was to develop a better understanding of the niche market of marijuana tourists that has emerged since states began legalizing recreational marijuana in 2014. Existing literature using qualitative methodology concluded that there are a variety of motivations for drug tourists. This study took an explorative approach to better understand the various dimensions of marijuana tourism motivations. Surveys were administered to tourists on-site at recreational marijuana stores in southwest Colorado. The results of the analysis indicate that marijuana tourist motivations are multidimensional. Future research should continue to refine the instrument and analyze data from other destinations that are experiencing marijuana tourism and could benefit from a deeper understanding of the motivations of their visitors.