Nature & locality

People & activity

Experience

Experiencing natural environment

.782

A place with good atmosphere

.759

Enjoy scenery of rural Japan

.709

A peaceful and safe place

.676

Suitable for travel with family/friends

.637

Experiencing rural culture

.634

Visiting the mountain side

.627

Enjoy the local culture

.614

Trying local food

.558

Shop local products

.530

Scenery viewing

.524

Place for future living

.797

Visiting friends/relatives

.745

Meeting new people

.723

Fulfilling my dream

.624

Outdoor activities

.527

Having more travel experience

.718

Experiencing something different

.705

Broaden my knowledge

.680

Visiting a new place

.632

% of variance

21.49%

13.54%

12.87%

Cronbach’s alpha

.887

.792

.757