Against the backdrop of rural revitalisation, the integrated development of agriculture, cultural tourism and health has emerged as a popular subject for entrepreneurial ventures. However, the traditional jujube market suffers from inconsistent quality and a lack of branding, while integration with cultural tourism is limited. This paper analyses consumer demand and the competitive landscape based on field research conducted in Shaanxi and three neighbouring major jujube-producing regions. The research reveals that the core customer base consists of health-conscious individuals, families with children and those seeking cultural experiences, with strong consumer demand for highly interactive, experiential activities. Existing competitors are predominantly single-site picking gardens or traditional scenic spots, resulting in severe product homogenisation and a market gap in the jujube tourism sector. The paper proposes project positioning and competitive strategies that are market-demand oriented, with the aim of creating a competitive edge through full industry chain integration and in-depth cultural exploration. This provides practical guidance for ventures integrating agritourism.

Xinyi Liu, Qiong Wang. Market Research and Competitive Analysis of Jujube-themed Cultural and Tourism Projects in the Context of Rural Revitalisation. Academic Journal of Humanities & Social Sciences (2026), Vol. 9, Issue 3: 60-65. https://doi.org/10.25236/AJHSS.2026.090309.

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