Abstract
In light of the increasingly competitive day visit market and concern about the keeping of wild animals in captivity for human amusement, traditional UK zoos must balance carefully the demands of the paying visitor with those of maintaining credibility as conservation and education-oriented organisations. Utilising the model of the product life cycle this paper analyses the current position of UK zoos in the visitor attraction market. Issues surrounding their future success are explored and, following a national survey of visitors (n = 241) and latent visitors (n = 304), the core strengths and weaknesses of their unique offering are examined. Views on zoos offer hope. Visitor numbers are likely to be steady, but at a lower level, and while some zoos may falter, there is scope for success and continued existence.
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