motivators to visit the national zoological gardens of south africa
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2014
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Abstract
Visitors have various motives for visiting a zoo. Information on these motives can be applied by zoo
management to make informed decisions when developing a marketing strategy to ensure the
success and future relevance of the zoo. This study has aimed to determine whether visitors are
motivated to visit the National Zoological Gardens of South Africa for recreational or educational
purposes, and whether their motives are geared towards their own benefit (intrinsic motives) or to the
benefit of others (altruistic motives). The research was conducted by means of a quantitative survey.
The results indicate that the respondents view recreational motives as more important than
educational motives. In addition, more people visit the zoo to promote the welfare of others (altruistic
orientation) than to have a self-directed zoo experience (intrinsic orientation). The findings suggest
that the management of the zoological parks should ensure that the parks offer activities and
experiences of recreational value for visitors. These activities should be communicated to the relevant
target markets, in order to attract them to the zoo, which could contribute to the long-term survival and
success of the zoo.
| Reference Key |
jordaan2014africanmotivators
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|---|---|
| Authors | ;Yolanda Jordaan;Giselle M du Plessis |
| Journal | Journal of psycholinguistic research |
| Year | 2014 |
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