PLS-SEM and fsQCA Dataset: Managerial Online Image, Reputation, and Tourist Behavior in Destination Marketing

This dataset contains 311 valid survey responses collected from tourists at Kaili Zoo, China, focusing on the emerging phenomenon of administrative destination managers acting as "official influencers." Data Content: The data captures tourists' perceptions across several key dimensions based on the Stimulus-Organism-Response (SOR) framework: Managerial Online Image: Responsiveness, Attention (Traffic), and Reputation. Mediating Variable: Destination Affective Image. Dependent Variable: Tourist Decision Intention. Moderating Variables: Visit History (First-time vs. Repeat visitors). Methodological Applicability: This structured dataset is suitable for both symmetric analysis (e.g., Variance-based Structural Equation Modeling, PLS-SEM) and asymmetric analysis (e.g., fuzzy-set Qualitative Comparative Analysis, fsQCA). Collection Method: Data was collected via on-site questionnaires using a random sampling method. Potential Use: Researchers can use this data to replicate the study's findings on the "halo effect" of official reputation or to explore new configurations of destination marketing strategies in the public sector context.