Purpose – The purpose of this paper is to understand how festival quality, satisfaction and intention to
return among cannabis festival attendees were interrelated by using the 2018 Mile High 420 Cannabis
Festival in Denver, Colorado, USA.
Design/methodology/approach – This study employed an online survey with festival attendees to the
2018 Mile High 420 Festival. A total of 664 attendees participated in the survey.
Findings – Findings of the study revealed the demographic profile of cannabis festival attendees (i.e. relatively
young, single and evenly distributed in terms of gender and residency) and its relationships with respondents’
perceived festival qualities. In addition, two dimensions of festival quality unique to the context of marijuana
festival influenced attendees’ satisfaction and intent to return significantly. Festival attendees’ travel
characteristics were used to describe attendees’ satisfaction and intent to return to a different degree. This
research has also highlighted a lack of research in the area of cannabis events/festivals.
Originality/value – This study is the first investigation that studied a cannabis-themed festival in the tourism
literature. As legalization of recreational cannabis has been embraced in the USA and abroad (i.e. Canada), the
findings of this empirical study will help the industry professionals and policy makers to understand this
unprecedented SIT market and can be used as the benchmarks for their legal and operational practicality.
Further, this study highlights research gaps in the tourism literature, and identifies those areas where future
study is unlikely to provide new knowledge.
- Tahun Terbit
- 2019
- Ukuran File
- 201.568 KB
- Tipe File
- PDF
- Tanggal Penerimaan
-
30 Nov 2022
- Kolasi
- 17 halaman