Table 3 Respondents’ environmental awareness, rural tourism cognition, and views on government promotion.
From: Segmenting Chinese rural tourist preferences: insights from a choice experiment
Construct | Item | Mean | SD | Cronbach’s α |
|---|---|---|---|---|
Environmental Awareness | I frequently follow the news on ecological and environmental affairs. | 3.819 | 0.845 | 0.743 |
I feel frustrated and angry when considering industries that pollute for business. | 4.054 | 1.006 | ||
I often choose environmentally-friendly products, even if they cost more. | 3.842 | 0.950 | ||
I wish for household waste to be recyclable. | 4.345 | 0.893 | ||
Rural Tourism Cognition | Rural tourism can boost employment opportunities for villagers. | 4.362 | 0.830 | 0.821 |
Rural tourism can diversify income sources for villagers. | 4.407 | 0.816 | ||
Rural tourism can help retain young and middle-aged laborers in villages. | 3.890 | 0.952 | ||
Rural tourism can facilitate the transformation of agricultural structures. | 4.150 | 0.869 | ||
Government Promotion | The government’s rural tourism promotion is comprehensive in its form, content, and scope. | 3.249 | 0.806 | 0.759 |
The government frequently promotes rural tourism. | 3.011 | 0.785 |
