Understanding visitors’ motivation to visit zoological parks: A case study of Songkhla zoo, Thailand

Abstract

This research aims to (1) To examine the socio-demographic characteristics and traveling patterns of Songkhla zoo visitors; (2.) To identify the main push and pull motivation of visitors to Songkhla zoo; and (3.) To analyze the relationship between the main “push and pull motivations” and visitors’ behavioral travel intention to visit Songkhla zoo in the future. The questionnaire survey was used to collect data from the target respondents at Songkhla zoo from October to November 2017. Obtained data were analyzed by descriptive statistics, One-way ANOVA, Independent Sample T-Test, Factor Analysis, and the Standard Multiple Regression method. A content analysis analyzed the open-ended questions. The results revealed that most of Songkhla zoo’s visitors were local residents whose aged between 10-30 years old and preferred to visit the zoo during school break. The finding showed that the three imperative push motivations that triggered respondents to visit Songkhla zoo were: to gain new knowledge and experience, to take a rest, and to have fun, while the three main pull motivations included: the offering of the variety of activities, animals, and animals’ show. Moreover, there was a relationship between visitors’ main push and pull motivation factors and future travel intention to Songkhla zoo. Research discussion, implications, and recommendations based on the key findings were suggested for Songkhla zoo executive manager, local government agencies, tourism authorities, and visitor attraction marketers.