Digital Communication Empowering Wellness Ecotourism in Western China: A Study on Sayram Lake's Tourism Marketing and Health Value Co-Creation Based on the AISAS Model

This dataset accompanies the manuscript entitled "Digital Communication Empowering Wellness Ecotourism in Western China: A Study on Sayram Lake's Tourism Marketing and Health Value Co-Creation Based on the AISAS Model." It provides the supporting data and materials underlying all analyses, tables, and figures presented in the study. The dataset comprises four categories of materials. The first consists of anonymized tourist reviews (N = 989) collected from Ctrip and Mafengwo between January 2023 and December 2024, together with a detailed coding scheme for health and wellness related keywords and sentiment classification. The second includes social media content data (N = 200) from Xiaohongshu and Douyin, coded by wellness theme and engagement level. The third contains the complete Analytic Hierarchy Process (AHP) materials, including the criteria-level and indicator-level judgment matrices, expert scoring inputs, derived indicator weights, and consistency test results for all twenty-seven indicators. The fourth provides the processed data underlying all tables and figures in the manuscript, covering visitor statistics, scenic area revenue, official account demographics, OTA booking data, word frequency statistics, and sentiment analysis results. All review texts have been anonymized to remove personally identifiable information. Data obtained from the Sayram Lake Scenic Area Management Committee are subject to institutional sharing restrictions and are not included in the public dataset; these can be accessed from the corresponding author upon reasonable request and with permission from the data provider. The dataset is deposited in the Zenodo repository and is available to editors and reviewers during the peer review process. It will be made publicly available upon publication.