The cannabis festival: quality, satisfaction, and intention to return

Abstract

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.

Citation

Kang, S., Miller, J. and Lee, J. (2019), "The cannabis festival: quality, satisfaction, and intention to return", International Journal of Event and Festival Management, Vol. 10 No. 3, pp. 267-283. https://doi.org/10.1108/IJEFM-04-2019-0029