Xiamen Ferry Co., Ltd. - Tourist Demand and Fare Analysis for the Xiamen-Gulangyu Route
Company overview
Xiamen Ferry Co., Ltd. was established on May 28, 1990, and is a key operator in Xiamen providing water-based passenger transport and related tourism services. The company has long served as a primary carrier for passenger routes between Xiamen's main island and Gulangyu, as well as for local residents and other public transportation routes. It has established a comprehensive water transport service system covering multiple passenger terminals and various travel times, offering services such as ticket booking, passenger waiting, schedule coordination, and charter services. The Xiamen-Gulangyu route not only serves as a vital transportation link between the main island and Gulangyu but also functions as a key window for showcasing Xiamen's tourism service quality and urban image.
Research background
As travel consumption patterns and tourist service demands continue to evolve, tourists' attention toward the Xiamen-Gulangyu ferry service has expanded beyond simple concerns about whether they can board the ferry, now extending to factors such as booking convenience, queue management, cabin environment, seat comfort, scenic views, service offerings, and fare rationality. Tourists' experiences vary significantly across different travel stages—pre-travel preparation, on-island sightseeing, and return journey coordination—leading to differing perceptions of the value provided by standard ferries versus premium ferries, and their respective price differentials and service upgrades. To gain a more objective understanding of tourists' real-time perceptions of current ferry services and fare pricing, Xiamen Ferry Co., Ltd. has initiated a study on tourist demand and industry benchmarking. This research aims to provide consumer-based insights to support future fare mechanism optimization, service improvements, and the development of relevant reform strategies.
Research scope
In June 2026, CEIDEA Research was commissioned by Xiamen Ferry Co., Ltd. to conduct a study on tourist demand and fare structure for the Xiamen-Gulangyu route, employing a mixed-method approach combining offline questionnaire surveys and desk research. On-site data were collected on tourists' round-trip travel patterns along the Xiamen-Gulangyu route, with out-of-town visitors as the primary target group. The study implemented stage-based interviews, covering scenarios such as tourists who have already purchased tickets and are preparing to travel to Gulangyu, those who are preparing to return after visiting the island, and those who have completed their return journey to Xiamen's main island. The research focused on understanding tourists' overall satisfaction with ferry services and fare pricing, identifying key improvement needs in cabin environment, waiting time, seat comfort, spatial spaciousness, view quality, sanitation facilities, and accessibility for special needs groups. Additionally, the study analyzed tourists' booking timing, ferry type selection, fare acceptance levels, preferences for service upgrades, and feedback on fare adjustment proposals. The research also reviewed fare systems, service configurations, and operational policies of ferry and tourism projects in other cities and similar water-based transport or scenic area projects, using a combination of tourist perception and industry benchmarking to determine feasible directions for service optimization and fare mechanism adjustments along the Xiamen-Gulangyu route.
Expected outcomes
The project is expected to deliver a comprehensive assessment of tourist demand, service experiences, fare perceptions, and acceptance levels for reform. It will clearly identify key concerns at various stages of the tourist journey—ticket purchase, waiting, boarding, island visit, and return—while pinpointing critical factors influencing satisfaction and fare acceptance. By comparing fare standards and service content with those of similar projects in the industry, the study will evaluate the alignment between different service configurations and price levels. This analysis will provide actionable insights for product positioning, ticket type design, service upgrades, and fare mechanism optimization for both standard and premium ferry services. Ultimately, the findings will support Xiamen Ferry Co., Ltd. in refining its service offerings by balancing operational needs with tourist acceptance, thereby continuously enhancing the convenience, comfort, and overall tourism experience of the Xiamen-Gulangyu ferry route.
Scan to add our research consultant