Jiu Zhou Wu Tong - Feasibility Study on Tourism Planning for Longwei Guan Ancient Town in Dali
Company overview
Shenzhen Jiu Zhou Wu Tong Cultural and Tourism Development Co., Ltd. is a cultural and tourism enterprise specializing in the planning and operation of cultural tourism projects, committed to creating tourist destinations with rich historical and cultural heritage and sustainable commercial viability. Guided by the philosophy of "culture as the soul, tourism as the body, and commerce as the foundation," the company has successfully planned and participated in the development and operation of multiple cultural ancient towns and historical scenic areas, possessing extensive experience in the integrated development of cultural tourism projects. In 2016, the company planned to develop the Longwei Guan Ancient Town, located in Dali City, Yunnan Province, aiming to achieve cultural revitalization and economic activation of the Nanzhao Ancient City ruins.
Research background
As a historical site of the Nanzhao Ancient City, the Longwei Guan Ancient Town boasts profound cultural heritage and unique natural scenery, offering inherent advantages for tourism development. However, the Dali tourism market currently faces intense competition, with tourists exhibiting increasingly diverse demands. The market has transitioned from traditional sightseeing tourism to deeper experiential tourism. Therefore, prior to formal development, Shenzhen Jiu Zhou Wu Tong Cultural and Tourism Development Co., Ltd. intends to conduct a professional market research study to comprehensively evaluate the market feasibility of developing the Longwei Guan Ancient Town, clarify the project positioning and operational direction, and ensure that the development plan aligns with market demands and demonstrates commercial sustainability.
Research scope
In July 2016, CEIDEA Research was commissioned by Shenzhen Jiu Zhou Wu Tong Cultural and Tourism Development Co., Ltd. to conduct an initial market research study on the tourism development project of the Longwei Guan Ancient Town in Dali. This study adopted a combined approach of visitor and merchant surveys. The visitor survey covered tourists' preferences for selecting Dali scenic spots, frequency of visits, willingness to revisit, preferred travel transportation methods, spending budgets, channel exposure habits, and receptiveness to new tourism projects; the merchant survey focused on local businesses and potential investors surrounding the ancient town, examining their perspectives on commercial planning, intentions to join, preferences for fee structures, expected rental rates, and suggested cooperation models. The research was conducted through a combination of questionnaire surveys, in-depth interviews, and situational testing.
Expected outcomes
The research findings will comprehensively assess the market potential and operational feasibility of the Longwei Guan Ancient Town as a tourism destination, based on consumer behavior, tourism preferences, and project testing feedback, combined with potential merchant entry intentions and operational model preferences. The final report will provide the client with scientific and systematic data support and strategic recommendations in key areas such as overall positioning of the ancient town, identification of core visitor segments, commercial facility design, pricing strategies, investment attraction models, and communication and promotion pathways, thereby facilitating the organic integration of cultural and commercial value.
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