Nanhu International Travel Group - Consumer Media Exposure Habits Survey
Company overview
Nanhu International Travel Co., Ltd. is a highly influential, comprehensive travel group within the Chinese tourism industry, with business operations spanning travel agency services, air ticket bookings, hotel management, scenic area operations, and vehicle transportation. As one of the leading representatives of China's western tourism brand, Nanhu has long held a dominant position in the domestic tourism market, particularly excelling in group tour operations within Guangdong Province. As of 2006, the company had established over 100 sales offices in Guangzhou and the Guangdong Delta region, and had set up tourism reception bases in Yunnan, Sichuan, Xinjiang, Beijing, Hong Kong, and other locations. Additionally, it operates branch offices in Zhongshan, Foshan, Shunde, and Dongguan. The group employs nearly 2,000 personnel and possesses strong capabilities in resource integration and market expansion.
Research background
As the tourism market matures and consumer decision-making patterns become increasingly complex, traditional advertising methods face challenges such as insufficient information precision and declining communication efficiency. To improve advertising return on investment and brand exposure effectiveness, tourism enterprises need to deeply understand the behavioral patterns and media exposure habits of their target consumers. As a benchmark enterprise in the local tourism sector, Nanhu International Travel commissioned CEIDEA Research to conduct a systematic survey of key consumer areas in Guangzhou, aiming to comprehensively grasp consumers' tourism consumption psychology, preference patterns, and information acquisition pathways, thereby providing data support for the development of more targeted advertising strategies.
Research scope
In 2011, CEIDEA Research was commissioned by Nanhu International Travel to conduct a tourism consumption behavior study targeting key consumer regions in Guangzhou. This study employed a combination of questionnaire surveys and focus group interviews, covering representative consumer groups across different age groups, income levels, and travel preferences. The research encompassed multiple dimensions, including criteria for tourism product selection, travel frequency and budget, decision-making participants, brand awareness pathways, frequency of advertising exposure, preferred media platforms (such as television, online platforms, out-of-home advertising, and WeChat), and analysis of advertising content appeal. The study aims to reconstruct the full travel decision-making process and advertising exposure journey.
Expected outcomes
This research will provide Nanhu International Travel with a comprehensive data set on the target audience's preferences for tourism products, preferred advertising channels, and consumption psychology structures. The findings will help the company accurately identify high-potential customer segments, select optimal advertising platforms, and design advertising content aligned with consumer psychological needs. The research outcomes will enhance advertising conversion effectiveness, strengthen brand influence and appeal in the target market, and provide systematic reference for future tourism product promotion and market strategy, further solidifying its leadership position in the Guangdong tourism market.
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