Dr. Lorraine L. Taylor of Fort Lewis College, Colorado, recently published an article in the Journal of Hospitality and Tourism Research, which is entitled “Defining Marijuana Tourism.” We are pleased to welcome her as a contributor and excited to announce that the findings will be free to access on our site for a limited time. Below Dr. Taylor reveals the inspiration behind the research, as well as additional information not included in the final publication.
What motivated you to pursue this research?
As the first state to sell legal recreational marijuana in 2014, there were many unanswered questions. Within the tourism industry, destinations were unsure how marijuana would impact the visitor experience. While there are certainly many questions to be answered, this study sought to better understand the marijuana tourists, their characteristics, behavior, and motivations.
What has been the most challenging aspect of conducting your research? Were there any surprising findings?
Compared to other tourism research I have completed, this study had a very high response rate from participants. Very few people refused to participate, and rather wanted to contribute to the understanding of marijuana tourism.
In what ways is your research innovative, and how do you think it will impact the field?
Researchers in Colorado had the privilege of being first movers with studying marijuana tourism, though it is critical that data is collected in other geographical locations to validate the findings.
What did not make it into your published manuscript that you would like to share with us?
This project determined that the target market of marijuana tourists is heterogenous. A follow-up study will be conducted to dig deeper into the nuances of different niche segments within the market.
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