engleski

Who is visiting the Zagreb Zoo: Visitors' characteristics and motivation

In order to attract visitors despite a growing competition in entertainment and recreation industry, the service quality in zoos needs to satisfy the ever increasing demands and expectations of the modern visitor. The aim of this study was to examine the socio-demographic characteristics of the Zagreb Zoo visitors, explore their motivation and satisfaction with offered services. A self-administered questionnaire was designed, which included demographic data, frequency of visits, accompanying persons, average spending, motivation and ratings of services and programs. The majority of the Zagreb Zoo visitors were family groups who spend more money on tickets than on gifts and souvenirs. As top motivators for their visit, participants listed children and watching animals, while education was very low on the list. The Zoo staff, facilities and entertainment programs were very highly rated. This was the first ever study of the Zagreb Zoo visitors. These data can be used to help the Zagreb Zoo understand the visitors’ demands and their perception of the zoo. They can also provide a basis for actions to improve weaknesses and enhance the service quality, thereby increasing the enjoyment of future visitors.

Zagreb Zoo; visitor studies; motivation; service quality; animal welfare

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