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Customer Segment Visiting Animal Parks, According to AZA:, Sources:,…
Customer Segment Visiting Animal Parks
Types of segments
According to AZA(Association of Zoos and Aquariums):
57% of children are 11 or younger
54% women/46% men
69% of all visitors areparties with friends
32% adults aged 21-34
72% pet owners
constellation of visits (Knežević et al. 2016)
72% family with children
17% couples
9% group of friends
2% own their own
average guest: highly educated mid adult, married with children, come as family (Knežević et al. 2016)
(Slabbert and Saayman, 2004)
58% female
42% male
Constellation of visits
(Slabbert and Saayman, 2004)
32% group of friends
29% two or more of a family
Central Park Zoo, Bronx (NY)
39 % college graduates
Repeat Visitor 67% vs. First Time Visitor 33%
Most visted the zoo with children, the median child age is 5
61 % female visitors and 39% male visitors
Parc Safari in Quebec, Canada
Male 33 %
University diploma 49 %
Female 67 %
4 % Yearly family income less than 20.000$
49 % Over 80.000$
83 % came with their family
87 % of them came with at least one child
Characteristics
Buying behavior
visitors with children spend more on extras (e.g. ice-cream ) (Knežević et al. 2016)
visitors without children buy mainly practical things (e.g. umbrella) (Knežević et al. 2016)
Criteria taken into account when selecting a zoo
(Knežević et al. 2016)
esthetics and scenery
conveniece
safety
animal walfare
majority of visiors are pet owners (AZA nd.)
Motivation
educational experience(Godinez et al. 2019)
often connected with prior experience (Godinez et al. 2019)
entertainment (Godinez et al. 2019)
escape from daily life (Knežević et al. 2016)
bonding with family and friends (Godinez et al. 2019)
create and share common experience (Knežević et al. 2016)
Being surrounded by nature (Celth, 2015)
Parc Safari in Quebec, Canada
38 % to be close to the animals and being able to touch them
31 % to be able to benefit also other activities the park provides (water games and rides)
most visitors come multiple times (Knežević et al. 2016)
The reason for visiting
(Slabbert and Saayman, 2004)
42% relax
38% for the benefits of the children
46% spending time with someone special
35% to walk around the zoo
40% family recreation
According to AZA
94% feel that zoos and aquariums teach children about how people can protect animals and the habitats they depend on
79% feel better about companies that support wildlife conservation at zoos and aquariums
93% agree their family enjoys seeing animals up close at zoos and aquariums
66% are more likely to buy products and services from those companies
Central Park Zoo, Bronx (NY)
Visitors value the Zoo as a place for relating and connecting; they see the Zoo as a place where they can personally relate to animals, with their family, and with Zoo staff.
Time Spent
average time spent 2 hours (Knežević et al. 2016)
Knoxville Zoo, Tennessee
Average time spent 2-4 hours (depends on the current season)
Spending patterns
Food & Drinks
Souvenirs & Gifts
Transport to the zoo
Entrance fee
Persona
Name
: Jennifer Silva
Marital Status
: married
Age
: 35
Children
: 1
Job Description
: part-time dental hygienist
Behaviour
: Visits zoo twice a year
Reason for visitation
: relaxing & spending time with son
Interests
: reading books, fitness, health, sports magazines & yoga
Thoughts of Zoo/Animal park
: would recommend, fun & relaxing
average guest: highly educated mid adult, married with children, come as family (Knežević et al. 2016)
According to AZA:
average time 4 hours
Sources:
(Slabbert and Saayman, 2004)
(Celth, 2015)
