Investigating Zoo Management Based on Visitors‘ Perception of service performance: a case of zoo Rabbitland, Malaysia
Publication Type: |
Journal Article |
Year of Publication: |
2023 |
Authors: |
SITI FAHAZARINA HAZUDIN, MOHD AIDIL RIDUAN AWANG KADER, MOHD FAIZAL, AZRUL AZWAN MUHAMED, NOR HIDAYATUN ABDUL RAZAK, MAISARAH ISHAK, ADIBAH HUSSIN, AFIQAH BAZLLA MD SOOM |
Publication/Journal: |
Journal of Sustainability Science and Management |
Keywords: |
animal zoo tourism, Business excellence, service performance, sustainability, zoo management |
Abstract:
The investigation of visitors’ perceptions of service performance is essential in identifying best practices for zoo management. This is critical to ensure a worthwhile experience for visitors and guarantee the long-term viability of the business. However, despite the current demands and expectations of visitors, the facets of zoo management remain under-researched. This study conducted a descriptive analysis to identify and prioritize the dimensions of perceived zoo service performance that require attention from Rabbitland Zoo management to make informed decisions towards better service offerings. The research findings revealed that location and ticket pricing received the highest mean score, indicating that both dimensions align with visitors’ demands. Although three dimensions of service performance, namely animal welfare, amenities, and educational related needs, received mean scores between 3.50 and 3.95 (medium performance), these areas require attention from management as they are more likely to impact visitors’ willingness to pay for future zoo visits. In particular, animal-based educational projects can be a promising strategy to enhance school and family market attraction. Furthermore, future research may explore emerging perspectives on zoo management through expert opinions, uncovering the potential development of sustainable business models in zoo tourism.