Data for paper named 'Market responses of ice and snow destinations to Southerners’ tourism willingness: A case study from China'

Since the 2022 Beijing Winter Olympics, China has been promoting ice and snow tourism, mainly to domestic tourists from Southern China. Thus, ice-snow tourism operators in the north need to know what Southerners want. Respondents from south of the Yangtze River in Jiangsu Province were administered a questionnaire about candidate national parks in Inner Mongolia as tourism destinations. This data includes the respondents’ interest to participate in each ice–snow activity in the study areas (X1, X2, …, X10), their overall willingness to travel to the study areas for ice–snow tourism (W1), how they were affected by the Beijing Winter Olympics (E), their willingness to pay for ice–snow tourism in the study areas (W2), and demographic information such as gender, age, and occupation.