Attribute satisfaction among Japanese domestic tourists using best-worst scaling (BWS)

This dataset provides measurements of tourists’ attribute satisfaction using best-worst scaling (BWS). The data were collected through a web-based questionnaire administered in November 2025 to members of a consumer panel maintained by an online research firm, targeting residents of the Tokyo metropolitan area who had visited Hakodate City, Japan, within the past year. Attribute satisfaction for 11 items was measured using 11 BWS tasks. The dataset contains BW and ABW scores, basic demographic variables, and the number of visits reported by 384 valid respondents.