Guangzhou Ke Luo Company - Consumer Research on the New Zhujiang Night Tour
Company overview
Guangzhou Ke Luo Company was established in 1952 and is the sole state-owned enterprise in Guangzhou dedicated to water-based public transportation. Over the past six decades, the company has continuously expanded its business scope, evolving from early single-function river crossings into a modern, diversified enterprise offering services such as water bus transit, Zhujiang tourism, water-based cleaning, advertising, water-based engineering, and vessel maintenance. The Zhujiang night tours and water bus services remain its core offerings, highly popular among both local residents and out-of-town tourists, and have become an essential component of Guangzhou's cultural and tourism landscape
Research background
As Guangzhou continues to integrate and upgrade its urban tourism resources, Guangzhou Ke Luo Company aims to further stimulate the potential of the Zhujiang night tour market by launching more attractive new routes. To achieve this, the company needs to accurately understand consumers' preferences for water-based tourism, their price sensitivity, preferred travel timing, and service demands. This information will enable the company to optimize product design, service experiences, and marketing strategies, ultimately improving passenger satisfaction and project profitability
Research scope
In December 2016, CEIDEA Research was commissioned by Guangzhou Ke Luo Company to conduct a questionnaire survey on the optimization direction of the Zhujiang night tour operations, targeting both local residents and out-of-town tourists. This study focused on comprehensively investigating consumers' willingness to spend, frequency of visits, price tolerance, accompanying group members, service expectations, and preferred time periods. Through a combination of on-site surveys and sample analysis, the research aims to construct a detailed consumer profile, providing a data foundation for the operation and service innovation of new routes
Expected outcomes
The research report will systematically present key information on Guangzhou residents and tourists' interest levels, product preferences, and consumption capacity regarding new Zhujiang night tour routes. It will identify the most promising consumer segments and core demand points. Based on the analysis, Guangzhou Ke Luo Company can adjust route design and service configurations to better align with market demands, thereby improving operational efficiency and customer satisfaction, and laying a solid foundation for building a competitive Zhujiang night tour brand
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