Behavioral Dynamics in Drug Tourism: The Interplay of Packaging, Attitudes, Behavioral Intention, and the Moderating role of Anti-Drug Information

The primary objective of this research is to examine the behavioral characteristics of tourists engaging in drug tourism, which is defined here as traveling to destinations where drug use is legal. Specifically, this study investigates the relationships among packaging, anti-drug information, attitudes, and behavioral intentions within the context of drug tourism. Anti-drug information is introduced as a moderating variable. Data were collected via an online survey on the Clickworker platform, yielding 200 valid responses for statistical analysis. To test the proposed hypotheses, Hayes’ Process Macro Model 7 was employed. This work also performed a median split analysis to investigate the moderating effect of anti-drug information further. The findings indicate that perceptions of drug packaging positively influence both tourists' attitudes and their behavioral intentions. Furthermore, anti-drug information significantly moderates the relationship between packaging and attitude. Attitudes were found to have a positive effect on behavioral intentions. This study contributes to the literature by providing insights into the behavioral patterns of drug tourists, with a focus on four key attributes. The practical implications of these findings are also discussed.