Title: Assessing visitor satisfaction at a South African zoo by means of an importance-performance analysis

Authors: Prudence Jeaneth Ngwenya; Uwe Peter Hermann; Lisa Charmaine Welthagen

Addresses: Department of Tourism Management, Tshwane University of Technology, Pretoria, South Africa ' Department of Tourism Management, Tshwane University of Technology, Pretoria, South Africa ' Department of Tourism Management, Tshwane University of Technology, Pretoria, South Africa

Abstract: Zoos attract millions of visitors per year. Determining the expectations of visitors, and the quality of facilities and services is essential to improve overall satisfaction. The purpose of this study is, therefore, to assess the importance and perceived performance of attributes of the national zoological garden (NZG) by using the importance-performance analysis (IPA) to investigate overall visitor satisfaction. The research approach of this study was descriptive quantitative research. A self-administered questionnaire was distributed to 330 visitors at the NZG using convenience sampling. The IPA was used to determine the NZG attributes that are performing well and the attributes that need to be improved. While the NZG, maintains its position as a safe and convenient place for children and families, more managerial attention is required to improve the zoo's service and facilities, events and educational programmes, and effective marketing communication to increase overall visitor satisfaction while creating unique memorable experiences for visitors.

Keywords: visitor satisfaction; nature-based tourism; NBT; national zoological garden; NZG; attributes; importance-performance analysis; IPA.

DOI: 10.1504/IJLTM.2023.138751

International Journal of Leisure and Tourism Marketing, 2023 Vol.8 No.1, pp.36 - 52

Received: 08 Oct 2023
Accepted: 02 Jan 2024
Published online: 30 May 2024 *

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