Data for "Tourist Preferences for tourism development: A Choice Experiment of destinations and bus characteristics in Guatemala"

Survey data was collected in December 2023 and January 2024 by three trained interviewers in the town of Panajachel, the main visitor hub of Lake Atitlán. Interviewers were instructed to approach tourists in public areas (i.e. the city’s street mall, piers where visitors wait for boat trips, and the lake shore) and conducted computer-assisted personal interviews with those who accepted to participate in our study. Data was collected based on a survey that was carefully calibrated by the research team and subject to a pilot prior to launch to determine if questions were clear, the degree of respondent burnout, etc.