Xiangrui Seafront Hotel - Market Positioning Research for the Qinhuangdao Seafront Hotel Project
Company overview
Xiangrui Seafront Hotel Co., Ltd. is located in Qinhuangdao City, Hebei Province, and is committed to establishing a benchmark high-end seaside tourism destination. The company plans to develop a sea-based hotel project on the southern side of the Dongsan Bathing Area and the south of the 'Seeking Immortality and Entering the Sea' site, within the Haigang District of Qinhuangdao. The project will adopt an offshore island-style pile foundation structure, avoiding ecological damage caused by traditional land reclamation methods. The overall construction comprises underwater pile foundations, a waterborne platform, and a connecting bridge to the mainland. The platform is located approximately 300 meters from shore and seamlessly links to the land via the bridge, creating an independent and highly accessible premium tourism space. The platform will integrate a seven-star hotel, exhibition halls, viewing areas, leisure and dining facilities, cultural displays, and shopping services, aiming to establish a comprehensive coastal destination that combines vacationing, experiential tourism, consumption, and cultural engagement.
Research background
This project leverages Qinhuangdao's favorable climate, coastal, and tourism advantages, aligning with the trend toward premium, experience-driven coastal tourism. It is positioned as a premium seven-star seaside hotel, aiming to lead the transformation and upgrading of regional coastal tourism. Additionally, the project's development aims to stimulate the growth of surrounding tertiary industries and promote urban business and tourism integration, as well as consumer upgrading. Prior to project implementation, in order to ensure scientifically sound market positioning and precise business model planning, the project team seeks to deeply understand the actual needs and consumption preferences of potential customers. It aims to identify behavioral differences between local residents and out-of-town tourists in areas such as accommodation, tourism, and leisure activities, providing a solid basis for decision-making in project execution and market operations.
Research scope
In April 2020, CEIDEA Research was commissioned by Xiangrui Seafront Hotel Co., Ltd. to conduct a specialized study on the market potential and customer demand for seaside hotels. Through a combination of in-depth interviews and questionnaire surveys, the research covered both local residents and out-of-town tourists visiting Qinhuangdao, focusing on their preferences and behavioral patterns in premium vacationing, seaside accommodation, and leisure consumption. Key research areas include respondents' acceptance of seaside accommodation formats, expectations for seven-star hotel facilities, the importance placed on accommodation environments, cultural experiences, recreational offerings, and service quality during tourism, as well as their acceptable price ranges, stay durations, and spending intentions. Additionally, the study explored consumers' interest and feedback regarding innovative coastal tourism formats such as marine culture exhibitions, seaside viewing experiences, and customized business and tourism services, providing strategic insights for future planning.
Expected outcomes
This research will provide the project with authentic and objective data to support market positioning and functional layout. By analyzing differences between local and out-of-town consumers in terms of consumption attitudes, behavioral preferences, and price sensitivity, CEIDEA Research will help the project team define the profile of the target customer group, enabling precise adjustments in hotel function configuration, spatial design, service offerings, and supporting business formats. Furthermore, the research report will serve as a foundation for formulating marketing promotion strategies, identifying core selling points, and guiding investment and partnership directions, ultimately supporting the high-quality, high-standard implementation of the seaside hotel project. It will also establish a new landmark in Qinhuangdao's coastal tourism and drive coordinated development of regional cultural and tourism economies.
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