Hua Chuang Zhi Cheng - Market Positioning Research for a Beijing-Adjacent Tourist Product
Company overview
Shenzhen Hua Chuang Zhi Cheng Co., Ltd. is a comprehensive service provider specializing in cultural and tourism industries, with business operations spanning the planning, design, construction, investment, and operation and management of tourism projects. Since its establishment, the company has deeply participated in numerous nationally renowned theme parks and scenic attractions, including Shenzhen World Window, Happy Valley theme parks, Maya Beach Water Park, and Ma'lu Town, with projects spread across key cities such as Shenzhen, Beijing, Shanghai, Chengdu, Wuhan, Tianjin, and Changsha. It possesses strong on-ground execution and operational management capabilities. The company has also been involved in major cultural and tourism projects such as Songcheng Scenic Area, Dongbu Huaiqiao Scenic Area, and Phoenix Mountain Happy World, accumulating extensive industry experience and market insights.
Research background
The domestic cultural and tourism market is currently undergoing a critical transition—from 'scenic spot development' to 'experience-based operations.' With the diversification of leisure travel demand and the rise of nearby travel and self-driving tours, destinations featuring unique natural resources are gaining increasing attention. Hua Chuang Zhi Cheng plans to develop a tourism project located approximately 48 kilometers outside Beijing's North 6th Ring Road, featuring the largest Danxia landform in northern China. The project aims to create an integrated tourist product combining natural sightseeing, interactive experiences, and cultural exhibitions. To ensure scientific development and market alignment, the company has commissioned a professional research institution to conduct in-depth market research on potential target consumers, gathering key consumer demands and price sensitivity data to support precise positioning and product design.
Research scope
In February 2016, CEIDEA Research was commissioned by Shenzhen Hua Chuang Zhi Cheng Co., Ltd. to carry out a systematic market positioning study for the tourism project. The research primarily covered tourists in Beijing's urban core, surrounding suburban counties, and Zhangjiakou region, collecting data through a combination of questionnaires and in-depth interviews. Key research topics included: tourists' frequency of travel, travel methods, leisure time arrangements, travel preferences, consumption capacity, and price tolerance; awareness and interest in Danxia landform natural landscapes; preferences and recommendations for tourism facility combinations (such as accommodation, dining, cultural merchandise, family-oriented activities, and entertainment); and channels through which tourists obtain travel information, as well as key factors influencing their travel decisions.
Expected outcomes
The final research report will comprehensively analyze the structural characteristics and behavioral preferences of tourism consumers in the target region, clearly identifying the core customer profiles and their demand hierarchies within the project's reach. This will provide Hua Chuang Zhi Cheng with robust data support for accurately assessing market size, determining project thematic direction, and planning product structures and supporting facilities. Additionally, the report will offer targeted recommendations on pricing strategies, marketing approaches, and communication channels, helping the project achieve differentiated positioning and efficient implementation within a competitive regional tourism market. The findings will serve as a scientific basis for subsequent investment decisions and operational strategy formulation.
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