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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.

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This study is an early contribution to the understanding of the relationship between tourism and the recreational marijuana industry, which has only been legal in Colorado since 2014. The results of qualitative interviews revealed that business owners and managers of recreational marijuana operations in southwest Colorado encounter diverse challenges in general business areas—such as industry regulations, maintaining competitive advantage, staffing and training, safety and security, marketing, and community support—as well as contending with marijuana tourism as a new and unique niche market. As more states may vote to legalize marijuana in the future, the pioneers in the industry from Colorado will be considered leaders and will be looked to for guidance and best practices. Future research must continue to investigate the management of legal marijuana tourism in the US as the industry grows and changes.