Collecting data on rural tourism in three regions

Data Description
This dataset was generated from a survey investigating the influence of rural tourism destination competitiveness attributes on visitors’ revisit intentions. The study hypothesized that six competitiveness attributes (natural resources, cultural heritage, events/activities, infrastructure, community support, and accessibility) affect revisit intention, with destination type serving as a moderating variable.

Data Structure
The dataset contains demographic variables (e.g., gender, age, education, income) and measurement items for the six competitiveness attributes and revisit intention. Each item was measured on a seven-point Likert scale.

Data Collection and Usage
Data were collected via structured questionnaires from 608 valid respondents across three rural tourism destinations (Lugu Lake, Hemu Village, Hongcun). The anonymized dataset can be used for replication studies, comparative analyses, or further methodological applications such as PLS-SEM and multi-group analysis.