Jinong Town Ecology - Feasibility Study of Ecotourism Development
Company overview
Jinong Town is located in the core area of Yingxi Peak Forest Region of Jingdong Town, Yingde City, Guangdong Province, covering over 8,000 acres. It is a large-scale comprehensive resort integrating ecological tourism, agricultural sightseeing, and rural leisure. The site features more than a thousand limestone peak formations, with unique and pristine natural scenery, combining flower fields, stream valleys, cave wonders, and misty mountain vistas to create a distinctive natural landscape system reflecting the spirit of Lingnan rural life. The project aims to develop an ecotourism destination featuring functions such as an agricultural park, rural hotels, specialty homestays, floral viewing, science and education programs, leisure and wellness, and outdoor adventure activities, promoting a lifestyle of 'returning to nature and slow rural living'.
Research background
As ecotourism has increasingly become a key form of leisure and recreation for urban and rural residents, Jinong Town faces the challenge of effectively combining its local natural resource advantages with evolving market demand trends, requiring a scientific approach to planning functional areas and tourism product structures. To avoid homogenized competition, ensure rational investment in infrastructure, and meet the core needs of its target visitors, the project has decided from the outset to conduct market research, analyzing consumer behavior patterns among visitors to existing ecotourism sites in the region. This will provide first-hand market insights to serve as a foundation for planning, branding, and strategic positioning.
Research scope
In July 2016, CEIDEA Research was commissioned by the Jingdong Town Ecotourism Company to conduct on-site field research at multiple representative ecotourism sites across Guangdong Province, including Mafo Mountain, Chancheng Xixiu Village, Huangpu Ancient Village, Fangcun Julong Village, and Panyu Shaowan Ancient Town. The study employed a combination of questionnaire surveys and in-depth interviews to comprehensively collect data on visitors' travel motivations, preferences, transportation methods, spending levels, duration of stay, expectations for supporting facilities, and information sources. Psychological and behavioral insights were systematically analyzed to understand current consumer spending patterns and pain points, identifying key visitor profiles and their core attractions in ecotourism experiences.
Expected outcomes
This research will provide the Jinong Town project with data-driven insights into actual consumer demand and behavioral patterns, clarifying regional visitors' acceptance levels, preferences, and expectations for ecotourism products. The findings will offer precise data support for key decisions in commercial positioning, business model planning, spatial layout, content design, customer segmentation, and marketing strategies. The results will help establish Jinong Town's differentiated competitive advantages and lay a solid foundation for its development into a landmark ecotourism destination in Guangdong, characterized by cultural authenticity, ecological quality, and commercial vitality.
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