Collaborative research in customer experience with zoos

Wendy Spinks; Florian Riedmuller

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Collaborative research in customer experience with zoos

Conference paper

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Peer reviewed

Collaborative research in customer experience with zoos

Wendy Spinks and Florian Riedmuller

Proceedings of the 2017 Australian and New Zealand Marketing Academy Conference, pp.863-866

Australian & New Zealand Marketing Academy Conference (ANZMAC), 2017 (Melbourne, Australia, 04-Dec-2017–06-Dec-2017)

Australian and New Zealand Marketing Academy (ANZMAC)

2017

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Abstract

Marketing

customer satisfaction

visitor experience

motivation.

Modern zoological gardens or zoos are important contributors to scientific understanding of animal and ecological conservation, the social and economic sustainability of their local community, and visitor education, entertainment and well-being. It is therefore important that zoos maintain public visitor satisfaction to maintain funding from their diverse stakeholders in the public, government and research communities. This paper describes how the Tiergarten Nürnberg zoo in Germany fulfils visitor motivational needs through the many zoo elements to provide a positive visitor experience and satisfaction. This project is the first stage of an international collaboration between the Tiergarten Nürnberg, Masters students in Germany, and two marketing lecturers, one Australian and one German. Whilst the results are of benefit to all stakeholders, further research into understanding visitor motivation and ways to improve visitor experience will benefit visitors and assist zoos to meet their public, government and scientific mandates.

Details

Title: Collaborative research in customer experience with zoos
Authors: Wendy Spinks (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Florian Riedmuller (Author) - Technische Hochschule Nurnberg, Germany
Contributors: Linda Rinbinson (Editor)
Linda Brennan (Editor)
Mike Reid (Editor)
Publication details: Proceedings of the 2017 Australian and New Zealand Marketing Academy Conference, pp.863-866
Conference details: Australian & New Zealand Marketing Academy Conference (ANZMAC), 2017 (Melbourne, Australia, 04-Dec-2017–06-Dec-2017)
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Date published: 2017
ISSN: 1447-3275
Organisation Unit: University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450885302621
Output Type: Conference paper

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