Visitors' characteristics and destination image: The case of nigerian zoos

Abstract

When compared to in situ conservation sites like national parks and game reserves in Nigeria, zoos are the most visited wildlife tourism destinations given their proximity to people and close interactions with wildlife. This study explored the characteristics of visitors and the image they possess about zoos. A total of 1529 visitors were sampled using a structured questionnaire in four prominent Nigerian zoos in the southwest zone. The results revealed that the majority of visitors were single, young and mid adult male and female Nigerians within the age range of 18-37 years. The foremost image of visitors about a zoo is that of close wildlife experience, recreation and entertainment, however, conservation was least acknowledged. Only age was found to have a significant relationship with the destination image. The study concludes that zoo managers should continually employ various strategies in projecting the right image of zoos. The study extends current research on zoos by highlighting so far, the uninvestigated image of zoos in Nigeria and documenting practical implications.