Investigating zoo management based on visitorsʼ perception of service performance: a case of Zoo Rabbitland, Malaysia

Siti Fahazarina Hazudin, . and Mohd Aidil Riduan Awang Kader, . and Mohd Faizal Azrul Azwan Muhamed, . and Nor Hidayatun Abdul Razak, . and Maisarah Ishak, . and Adibah Hussin, . and Afiqah Bazlla Md Soom, . (2023) Investigating zoo management based on visitorsʼ perception of service performance: a case of Zoo Rabbitland, Malaysia. Journal of Sustainability Science and Management (Malaysia), 18 (9). pp. 82-98. ISSN 2672-7226

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 prioritise 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.

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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 prioritise 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.

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Item Type:	Article
AGROVOC Term:	zoos
AGROVOC Term:	animal welfare
AGROVOC Term:	tourism
AGROVOC Term:	management
AGROVOC Term:	research
AGROVOC Term:	consumer behaviour
AGROVOC Term:	sustainable development
AGROVOC Term:	market demand
AGROVOC Term:	consumer satisfaction
Geographical Term:	Malaysia
Uncontrolled Keywords:	Business excellence, service performance, animal zoo tourism, zoo management, sustainability
Depositing User:	Nor Hasnita Abdul Samat
Date Deposited:	21 May 2025 06:14
Last Modified:	21 May 2025 06:14
URI:	http://webagris.upm.edu.my/id/eprint/1928

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