Fourth International Conference on Tourism and Leisure Studies

Abstract

This paper examines local perceptions on marijuana tourism in the state of Oregon. The legalization of recreational marijuana poses various business opportunities, as well as operational challenges for the tourism industry. Understanding residents’ perceptions of any new venture is imperative for state policy makers and community stakeholders. This study explores the relationship among perceived positive and negative impacts of marijuana legalization, the role of residents’ levels of place attachment and perceptions of Oregon as a tourism destination as predictors to support for marijuana tourism. Findings reveal that the more residents perceive impacts positively, the more they are likely to support tourism. In that sense, residents can be regarded as proactive stakeholders in marijuana tourism. Furthermore, results indicate that the more attached to the state a person is, the less supportive of marijuana tourism they are. Yet, those who perceived Oregon as a tourism destination were supportive of marijuana tourism. Lastly, the study’s findings reveal that a person’s age was negatively correlated with support for marijuana tourism. The success of any community depends on understanding of residents’ perceptions, which in turn facilitates planning and sustainable development. This study contributes to the limited literature on marijuana tourism and provides insight for managers of destinations where recreational marijuana is legal.