Roles of the Modern Zoo: Conflicting or Complementary?

Abstract

Zoos are important urban-based visitor attractions. It is generally accepted that they have multiple roles: entertainment, education, scientific research, and species preservation. However, it has been argued that these roles are not compatible. The establishment of other forms of animal attractions and the emergence of many other attractions for day visitors in urban areas has meant that the role of traditional zoos in the 21st century is being challenged. This article used survey research at Wellington Zoo in New Zealand to explore visitor demographics and their understanding of the zoo's roles. Ninety percent of visitors were from New Zealand. The percentage nonlocal domestic visitors had increased compared to previous zoo surveys, suggesting a growing importance of tourist visits. Visitors perceived that education was the single most important role of the zoo, but recreation was also viewed as a major role. A majority of visitors indicated that the zoo had important roles in the areas of conservation and breeding animals, but a large minority (approximately 35%) was not aware of these roles. Although the zoo's roles of education and entertainment appeared not be in conflict, the lack of awareness by a large minority of the zoo's conservation role has implications for both marketing and management at the zoo, as well as raising wider issues about the future of the traditional zoo.