Consumers’ Perception and Attitudes about Legal Cannabis and Its use to Promote Tourism in Thailand

Abstract

The purpose of this study was to explore consumers' perceptions of legal cannabis business in Thailand and their attitudes towards using cannabis to promote community tourism business. Quantitative data were collected by using a questionnaire together with the interview to collect qualitative data. The sample group include consumers in Bangkok and Nakhon Pathom. The data collection consisted of 406 complete questionnaires and 5 interviewees. The survey found that 98.52% of the respondents knew about legal cannabis in Thailand. Social media was found to be the main channel for acquiring information on such issues. However, what consumers perceive about the legal cannabis business varies. Consumers were most positive about the perceived benefits and harms of cannabis and its medical use. Moderate attitudes on the use of cannabis helped to stimulate the economy and promote tourism. The lowest level of attitude was found on the issue of bringing cannabis business into the community. In order for consumers to have consistent perception, the researcher suggested that social media presentations should be directly referenced from the source of the free cannabis policy and presented in the same direction to avoid confusion. Early-stage cannabis business may need to be confined to specific regulated areas. Also, business should create an image of cannabis for medicinal properties and avoid using names or trade symbols that convey the symptoms of drug addiction.