Guangzhou Wanda Tourism & Culture City - Owner Satisfaction and Media Consumption Habits Study
Company overview
Guangzhou Wanda Tourism & Culture City is located in Haidu District, Guangzhou, and is a large-scale tourism and cultural commercial complex developed and invested by Wanda Group. The project features two major components: a tourism and culture zone and a tourism new city. It integrates multiple functions including five-star hotels, premium residences, apartments, indoor ski resort, theme parks, and commercial centers, aiming to establish a benchmark project for tourism and cultural real estate in the South China region. As a leading enterprise in China's commercial real estate and tourism and cultural industries, Wanda Group has developed multiple 'Wanda Cities' nationwide, recognized for its full-range business model and high-quality operational capabilities.
Research background
Since its market launch, the residential products of Guangzhou Wanda Tourism & Culture City have attracted a large number of high-end consumers. As owners gradually settle in and experience daily life, understanding their social profiles, consumption behaviors, and communication preferences has become crucial for post-sale marketing and service optimization. In the current environment where self-media dominates the communication landscape, accurately identifying the channels through which owners receive and share information enables the company to develop more effective communication strategies and customer engagement pathways. Therefore, Guangzhou Wanda Tourism & Culture City Investment Co., Ltd. has commissioned CEIDEA Research to conduct a dedicated study on the satisfaction and user profile of residential property owners, providing data support for marketing strategy optimization and customer retention.
Research scope
In June 2016, CEIDEA Research was commissioned by Guangzhou Wanda Tourism & Culture City Investment Co., Ltd. to carry out a special survey targeting existing residential property owners. The study combined in-home interviews and telephone questionnaires, covering owners across different building blocks and apartment types. Survey content included demographic characteristics, occupational backgrounds, family structures, lifestyle patterns, consumption preferences, self-media engagement behaviors, and social network usage habits. In addition, the study assessed owners' satisfaction with the residential product, property management services, and community facilities, and measured their Net Promoter Score (NPS). Furthermore, the research analyzed the information acquisition and sharing pathways of owners to identify key touchpoints and content preferences in communication.
Expected outcomes
This study will comprehensively map the profile characteristics of residential property owners in Guangzhou Wanda Tourism & Culture City, distill the core values and lifestyle preferences of the primary customer group, and provide direction for product feature adjustments, facility improvements, and community service optimization. The results of satisfaction and NPS assessments will help the project identify key factors influencing customer loyalty, thereby enhancing the living experience and owner relationship management. Meanwhile, the analysis of self-media communication pathways will provide decision support for the marketing department in selecting media channels, controlling campaign timing, and refining core messaging, enabling the project to build brand visibility and customer loyalty in a fiercely competitive tourism and cultural real estate market.
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