INVESTIGATING ZOO MANAGEMENT BASED ON VISITORS‘ PERCEPTION OF SERVICE PERFORMANCE: A CASE OF ZOO RABBITLAND, MALAYSIA

• Published in: Journal of Sustainability Science and Management
• Main Author: Hazudin S.F.; Kader M.A.R.A.; Muhamed M.F.A.A.; Razak N.H.A.; Ishak M.; Hussin A.; Soom A.B.M.
• Format: Article
• Language: English
• Published: Universiti Malaysia Terengganu 2023
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85172909861&doi=10.46754%2fjssm.2023.09.006&partnerID=40&md5=49c9da842b6870f7f3dd7b9d846c0c6a

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 educationalrelated 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. © Penerbit UMT