We collected cross-sectional data in Hubei province, China in June 2019, by collaborating with a professional Chinese online survey platform. Specifically, structured questionnaires were sent out with a simple random sampling through emails, QQ and WeChat, and each interviewee who provides a valid sample was compensated with 5 CNY. Interviewees were first asked to recall and report their consumption experience(s) of agritourism, and those who had no such experience would be signed as invalid samples. It is therefore guaranteed that all valid samples come from customers who have actually visited agritourism farms.