The purpose of the study was to examine residents’ perceptions of the state image, place attachment, benefit, and support for legalized marijuana tourism in the state of Colorado. Specifically, this study investigated the causal relationships between image, place attachment, benefit, and support of marijuana tourism. The data was collected from 250 undergraduate students who were studying hospitality management and global tourism management at a land grant university in Colorado, USA. Structural equation modeling (SEM) was carried out to examine the hypothesized relationships in the proposed model. The findings of the study conclude that affective image and place attachment, which are both pertinent to one’s emotional and psychosocial aspects, are strongly correlated, whereas cognitive image which are objective and evaluative in nature is irrelevant to place attachment. Strong significant relationships between place attachment and benefit, and benefit and support were observed
