Guizhou Jufuxuan Tea Journey Agricultural Tourism Co., Ltd. - Consumer Demand Research for Tourist Products
Company overview
Guizhou Jufuxuan Heart of Tea Journey Agricultural Tourism Co., Ltd. is a distinctive cultural and tourism enterprise centered on tea culture, integrating scenic tourism, agricultural experiences, and cultural heritage preservation. With a registered capital of 1 million RMB and headquartered at the Songlindu Wharf in Huaxi District, Guiyang, the company has been actively developing locally distinctive agricultural tourism products leveraging Guizhou's superior natural ecological resources and profound tea cultural traditions. Its business scope includes tourism development, tourism services, tourism merchandise, and related supporting operations, aiming to become a representative enterprise in the integration of tourism and culture in Guizhou.
Research background
With the continuous growth of Guizhou's tourism market, accurately identifying tourists' travel motivations and consumption preferences has become a key factor in optimizing tourism products and formulating marketing strategies. Jufuxuan Heart of Tea Journey aims to conduct scientific research to identify the basic characteristics and behavioral patterns of its potential customer base, clarify different customer segments' preferences in travel motivations, travel methods, destination selections, and leisure activities, thereby effectively enhancing the appeal of tourism products, strengthening market competitiveness, and further promoting the integration and development of agriculture and tourism in Guizhou.
Research scope
In February 2016, CEIDEA Research was commissioned by Guizhou Jufuxuan Heart of Tea Journey Agricultural Tourism Co., Ltd. to conduct a comprehensive study combining qualitative focus group discussions and quantitative questionnaire intercept surveys, targeting both current and potential tourists within the Guizhou tourism market. The research covered key commercial districts, transportation hubs, and popular tourist attractions in Guiyang and surrounding cities. Interviewees included family tourists, self-driving travelers, elderly travel groups, and young independent travelers. Research topics included preferences for travel modes, types of tourist destinations, willingness to purchase tourism products, price sensitivity, service facility demands, information acquisition channels, and acceptance of 'tea culture + tourism' themed products.
Expected outcomes
This study is expected to clearly define the structure and segmentation characteristics of Guizhou's tourism consumer base, identify core concerns regarding product preferences and service demands, and assess the market acceptance and development potential of 'tea culture'-themed tourism products. The research findings will provide solid data support and scientific recommendations for Jufuxuan Heart of Tea Journey in product design, customer segmentation operations, precise marketing strategy formulation, and optimization of promotional and communication channels, helping the enterprise better capitalize on market opportunities in Guizhou's integrated tourism and cultural development landscape.
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