AVIC International - Equipment Sourcing Research for Zhuhai Aviation World
Company overview
AVIC International, a key enterprise under the China Aviation Industry Corporation (CAAC), is committed to advancing the industrialization of aviation technology and the internationalization of high-end manufacturing. As a leading force in the nation's strategic industries, AVIC International actively expands into emerging sectors such as tourism, exhibitions, and aviation culture. On December 3, 2015, during the Second World Guangfo Kinship Conference, AVIC International signed an investment cooperation framework agreement with the Zhuhai Municipal Government for the "AVIC Aviation World" project, marking a significant step forward in the group's entry into aviation cultural tourism. The project aims to establish the world's first aviation-themed, technology-integrated, interactive cultural and tourism destination, combining aviation culture with cutting-edge innovation and immersive experiences.
Research background
The "AVIC Aviation World" project is a strategic cultural and tourism initiative in Zhuhai, serving both as a model for industry development and as a key urban landmark. Prior to project planning and construction, to scientifically guide content design, accurately identify core customer segments, and formulate effective operational and marketing strategies, AVIC International commissioned a third-party research firm to conduct in-depth consumer research. The study aims to comprehensively understand visitors' travel behaviors, preferences for theme parks, and their receptiveness to aviation cultural tourism, providing scientific basis for overall project planning, equipment selection, and post-construction operations.
Research scope
In March 2016, CEIDEA Research was commissioned by AVIC International to conduct a systematic consumer study for the Zhuhai "AVIC Aviation World" project. The research employed a mixed-method approach combining quantitative questionnaires and qualitative focus group discussions, targeting family tourists, youth groups, parent-child visitors, and aviation enthusiasts across the Guangdong Delta region and select key source cities. Research areas included consumer demographics and media consumption habits, theme park visitation behaviors and preferences, interest levels and price sensitivity, a five-dimensional experience evaluation (sight, body, surprise, gain, and replay), and service requirements.
Expected outcomes
Through this research, AVIC International will obtain a comprehensive profile of the target users for the "AVIC Aviation World" project, clearly identifying their core attractions and potential weaknesses. The findings will enable optimization of project content and service details. The research results will provide data-driven support for equipment selection, functional layout, operational strategies, pricing models, and market communication, ensuring the project achieves differentiated competitiveness in the rapidly growing cultural and tourism industry and establishes itself as an internationally influential aviation-themed cultural and tourism landmark.
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