Sanzhi Tourism Company - Market Research on Visitor Profile for Qian'dao Lake
Company overview
Hangzhou Qian'dao Lake Sanyi Tourism Co., Ltd. is a subsidiary of Wuhan Sanyi Cableway Group Co., Ltd., engaged in cultural and tourism operations within the Qian'dao Lake scenic area. The company is currently advancing a new scenic project within the Qian'dao Lake area, with plans to officially open for operations during the following Spring Festival. The project is currently in a phase where its product portfolio is largely formed but the brand is still in development. The company's primary need is to conduct in-depth research on actual visitors to clearly define target demographics, product positioning, and promotional strategies, providing market-based support for the trial and full-scale operations of the new scenic area.
Research background
In the context of intensifying competition in the cultural and tourism sector and increasingly segmented visitor demands, achieving differentiated positioning and effectively reaching target audiences hinges on a deep understanding of the structure, behavioral patterns, and decision-making processes of existing Qian'dao Lake visitors. The Spring Festival, as a key period characterized by high visitor volume and diverse demographic segments, effectively reflects core travel needs such as family-oriented trips, family vacations, and short-term getaways. It also provides a realistic picture of travelers' travel methods, interests, consumption psychology, and information acquisition pathways during holidays. Therefore, the company needs to conduct a systematic study on Qian'dao Lake visitors during the Spring Festival to provide actionable insights for future business planning, brand communication, and resource allocation.
Research scope
In February 2026, CEIDEA Research was commissioned by Hangzhou Qian'dao Lake Sanyi Tourism Co., Ltd. to conduct consumer research for the 'Market Research on Visitor Profile for Qian'dao Lake' project. This study focused on individuals who visited the Qian'dao Lake region during the Spring Festival, employing a combination of online quantitative surveys with uploaded proof and official network data scraping to collect 600 valid samples. Concurrently, comparative market analysis was conducted for the key tourism cities of Angji, Deqing, and Tonglu. The research covered key areas including basic visitor profiles, household structure and travel roles, travel methods and duration, travel motivations and consumption behavior, information sources and decision-making pathways, visitor volume and activity performance in competing cities, identification of key visitor segments, and testing of public reception toward the new scenic area concept. These findings will provide systematic research support for the new scenic area's operational model, product planning, pricing structure, marketing strategy, and operational support.
Expected outcomes
This study is expected to enable the company to systematically identify the core visitor profile, travel behavior, and consumption characteristics of Qian'dao Lake visitors during the Spring Festival, clearly define high-value target demographics and their differentiated needs, and assess the functional positioning and appeal potential of the new scenic area within the overall visitor journey. By comparing performance with surrounding competitive cities during the Spring Festival, the study will extract actionable recommendations for the new scenic area's operational planning, target audience segmentation strategies, and promotional direction—providing robust data support for the project's future launch preparations and commercial operations.
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