Yungu Tuoyuan - Research on the Demand for Study-Travel Tourism
Company overview
Yungu Tuoyuan Ecological Agricultural Town in Shangrao, Jiangxi, is an innovative project integrating agriculture and tourism. The total planned area covers approximately 14,000 mu, located within the Shangrao National Modern Agricultural Science and Technology Park. The project aims to build a comprehensive rural town featuring study-travel tourism, agricultural sightseeing, farming culture experiences, rural folk customs, outdoor activities, and health and wellness retreats, leveraging its beautiful mountain and water landscapes and abundant cultural and tourism resources. Yungu Tuoyuan Ecological Town emphasizes the deep integration of nature and culture, striving to become a new landmark for study-travel tourism in the Yangtze River Delta region and Jiangxi Province.
Research background
With the rapid development of the study-travel tourism market, an increasing number of schools and educational institutions are showing growing demand for study-travel programs, especially in areas such as ecological agriculture, natural experiences, and cultural heritage preservation. To secure a favorable position in this rapidly evolving market and to provide scientific basis for the planning and implementation of future study-travel programs, the project team intends to conduct in-depth market research to understand the current demand in the study-travel sector, assess the feasibility of study-travel operations in an agricultural and rural environment, and provide data-driven insights for the planning and operation of study-travel initiatives.
Research scope
In August 2019, Yungu Tuoyuan Ecological Agricultural Town commissioned CEIDEA Research to conduct a feasibility study on its study-travel tourism project. The research was conducted through macro-level analysis and in-depth qualitative interviews, focusing primarily on Jiangxi Province and the Yangtze River Delta region. The macro-level analysis concentrated on industry policies, market size, key competitors, and industry trends in the study-travel tourism sector, with detailed comparisons drawn from leading industry cases. The qualitative interviews targeted study-travel institutions, tourism sites, and schools, focusing on their operational models, program content, and specific needs, as well as schools' expectations, participation levels, and preferred types of study-travel programs. The research also analyzed successful and failed study-travel projects currently operating in the market, providing reference for the positioning of Yungu Tuoyuan's own study-travel offerings.
Expected outcomes
The final research report will provide Yungu Tuoyuan Ecological Agricultural Town with a detailed analysis of the study-travel tourism market, including market size, target user demand, and competitive landscape. Based on the findings, the report will evaluate the feasibility of study-travel initiatives. The research will offer strategic recommendations for the design of study-travel products, target audience segmentation, activity planning, and marketing strategies, helping the client develop a practical and actionable roadmap for the development of study-travel programs. Ultimately, the research findings will provide strong data support and decision-making basis for the successful market entry and operation of Yungu Tuoyuan Ecological Agricultural Town in the study-travel tourism markets of the Yangtze River Delta and Jiangxi Province.
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