Wanda Group - Consumer Research on Haikou Wanda Ocean Park
Company overview
Wanda Group is China's leading developer and operator of urban comprehensive complexes and cultural and tourism industries, with business operations spanning commercial real estate, cultural and tourism, hotel management, film and entertainment, and more. In recent years, Wanda has actively advanced its "Culture + Tourism" strategic layout, investing in large-scale cultural and tourism integrated projects across multiple cities. Its Haikou tourism and cultural project plan includes theme parks, water parks, ocean parks, tourism towns, and premium hotel clusters, aiming to establish a benchmark island tourism project integrating leisure, entertainment, shopping, and accommodation.
Research background
Haikou, as one of China's most popular island tourism destinations, benefits from favorable natural ecosystems and policy advantages. However, the tourism market still faces issues such as homogenized experiences and insufficient product innovation. To achieve differentiated positioning and precise recruitment for Wanda's Haikou tourism and cultural projects, it is essential to deeply understand the travel needs, behavioral preferences, and receptiveness of local residents and out-of-town tourists toward theme park-type products. This will provide scientific support for project planning, business model design, and operational strategies.
Research scope
In December 2016, CEIDEA Research was commissioned by Wanda Group to conduct a specialized market study on the Haikou tourism and cultural project. The target population includes Haikou residents and both domestic and international tourists. The study employed a combination of questionnaire surveys and in-depth interviews, focusing on key aspects such as tourists' travel frequency, travel motivations, spending budgets, travel preferences, overall satisfaction with island tourism, and preferences and attention points regarding ocean-themed park attractions (such as water parks, marine aquariums, and interactive family activities). The research also segmented potential consumer groups, identifying high-value customer segments and their travel behavior characteristics, and analyzing their decision-making pathways and core influencing factors in product selection.
Expected outcomes
The research findings will provide Wanda Group with a clear market demand map and a detailed profile of potential consumers, clearly identifying different consumer segments' acceptance levels and preferences for theme-based entertainment projects. This will offer data-driven support and decision-making basis for product planning, recruitment matching, pricing strategies, and targeted marketing, helping the Haikou tourism and cultural integrated project establish a differentiated competitive advantage and long-term appeal in the regional tourism market.
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