Abstract
The family group is the predominant social unit within which people choose to spend their leisure time. In recreational contexts, there is a call for better understanding of the influence children have on family group decision making and behaviour. Based upon an empirical, national study of zoo visiting, and visitors’ and latent visitors’ images of traditional UK zoos, this paper explores the role of children as a determinant of demand. The available literature addressing the influence of children on leisure-related purchase decisions and behaviour is reviewed, together with an examination of research pertaining to the demand for zoos. The presence of children is found to have a notable influence on the demand for this recreational experience. Family life stage is a significant determinant of attraction choice and thus visiting status. Furthermore, the zoo is perceived as a place to take children, a factor that both encourages and deters zoo visiting. It seems the presence of children in a visiting group has a positive influence on the decision to visit a recreational setting when the setting is perceived to be child/family orientated. The implications of these findings are explored, with emphasis placed on the management challenges facing zoos as a result of demographic change and the expanding, traditionally latent visiting, seniors market.
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