Effect of packaging on tourism perception in drug tourism: moderating effect of anti-drug information

Abstract The aim of this research is to scrutinize the behavioral characteristics of tourists who engage in drug tourism. This research explores the relationships among packaging, antidrug information, attitudes, and behavioral intentions in the domain of drug tourism. This research employed antidrug information as the moderating variable. This research collected the data using a survey via the clickworker platform. The number of valid observations was 200. To test the research hypotheses, this work implemented the Hayes process macro Model 7. The results showed that packaging positively impacts both attitudes and behavioral intentions. Additionally, antidrug information significantly moderates the association between packaging and attitude. Moreover, attitude exerts a positive effect on behavioral intention. This research sheds light on the literature by presenting the behavioral characteristics of tourists in the case of drug tourism. Additionally, the practical implications of this work are discussed.