From "Seaside Utopia" to "Lifestyle Brand": Aranya’s Journey Beyond Boundaries - A Branding Study of A Cultural and Tourism Real Estate Project

Abstract

Aranya is a tourist community located on the Golden Coast of Qinhuangdao, Hebei Province. Initially, its predecessor was a desolate unfinished resort. After a series of developments, it has become a highly popular seaside cultural and tourism real estate project. This study focuses on Aranya's transformation from a cultural and tourism real estate project to a lifestyle brand. Through a questionnaire survey, it is found that the community plays a core role in Aranya's brand development. 85.04% of the respondents regarded the community atmosphere as Aranya's core attraction. This data fully demonstrates Aranya's achievements in building a social environment, and the unique community atmosphere it creates has a strong appeal to tourists. Meanwhile, 75.59% (including those who are very willing and relatively willing) of the participants clearly expressed their willingness to participate in Aranya's community activities in the long term. This result strongly proves that Aranya's community activities are highly attractive and can continuously maintain and enhance people's willingness to participate. Overall, the community operation strategy has played a crucial role in Aranya's brand building and user stickiness improvement, laying a solid foundation for its successful transformation from a cultural and tourism real estate project to a lifestyle brand.