Huaqiao City - Consumer Research on Happy Valley Park
Company overview
Shenzhen Huaqiao City Happy Valley is a large-scale theme park under the Huaqiao City Group. Since its opening, it has been committed to creating an integrated tourism destination combining entertainment, leisure, and culture. As one of the nation's early designated 4A-level scenic spots, Happy Valley has gained widespread recognition across the Guangdong region and nationwide for its advanced entertainment facilities, diverse themed attractions, and varied recreational experiences. The park features sea, land, and air-based recreational activities, combined with high-tech performances and themed landscapes, consistently attracting large numbers of family tourists and young demographics, and has become a key landmark in Shenzhen's urban tourism and cultural entertainment.
Research background
As the tourism market in the Guangdong region matures, the competitive landscape among theme parks is continuously evolving, and consumer preferences and behavioral patterns are exhibiting new trends. Following the stabilization of its brand development phase, Shenzhen Happy Valley urgently needs to better understand shifts in the needs and expectations of its current and potential consumer bases, particularly among key demographics, in order to inform future product innovation, market strategy adjustments, and brand positioning optimization. Therefore, conducting a systematic market research engagement with a third-party provider has become a critical strategic initiative to support long-term planning and decision-making.
Research scope
In February 2016, CEIDEA Research was commissioned by Shenzhen Huaqiao City Happy Valley to conduct this consumer study. The research focused on two core groups: first, actual visitors within the park, who were surveyed through on-site intercept interviews to understand their overall experience, preferred attractions, spending levels, satisfaction, and likelihood of returning; second, potential off-site consumers, primarily families, who were studied through questionnaires and in-depth interviews to assess their awareness of the Happy Valley brand, motivations for visiting, price tolerance, expectations for recreational experiences, and preferences for competing attractions. The study covered Shenzhen and other major cities in the Guangdong region, systematically collecting behavioral and psychological data from consumers to build a detailed profile of Happy Valley's core customer base, and analyzing their consumption pathways and influencing factors.
Expected outcomes
The research report will provide data-driven insights into the current state of the Happy Valley brand, accurately depicting the characteristics and needs of its core consumer segments. It will help the park identify service and product gaps and areas for improvement. Additionally, the findings will serve as a foundation for strategic planning over the next three to five years, guiding decisions in project development, product upgrades, pricing strategies, customer operations, and marketing communications. By identifying core customer segments and clarifying competitive differentiation advantages, the study aims to enhance Happy Valley's brand influence and appeal within the family tourism market in the Guangdong region, strengthen market penetration, and improve customer loyalty.
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