Nákupní preference cílového segmentu návštěvníků Zoo Jihlava

Buying Preferences of Target Segment of Visitors of the Zoo Jihlava

Stanislava Pachrová, Eva Janoušková, Alice Šedivá Neckářová

In: Geografické informácie (Geographical Information), Ročník (Volume) 22, Číslo (Issue) 2, 2018, p. 192-206, ISSN 1337-9453

DOI: 10.17846/GI.2018.22.2.192-206

Abstract

Zoological gardens are very popular places for spending free time not only for residents, but for visitors of destinations, too. The zoo in Jihlava is one of the best zoos in the Czech Republic and at the same time, it is the most visited tourism attraction not only in the town of Jihlava, but also in the whole Vysočina Region. This article presents results of primary marketing research among 1,200 Jihlava zoo visitors – families with children who were not residents of the town. The research was held by using questionnaires among these visitors in 2018. The main aim of the research was to define a profile of non-residential visitors of the zoo and to describe their current, as well as possible buying behaviour. From the research results it can be e.g. stated that the Zoo Jihlava is attracting mainly Czech families with children, from which more than half arrived just from the Region of Vysočina. With more than 80% probability children are to the zoo accompanied by their parents. More than half of all children in the zoo were in their pre-school years, most of the rest ones were under 15. It is also interesting that 70 % of non-residential respondents visit the zoo repeatedly.

Keywords: marketing research, sustainable tourism, tourism services, zoological garden

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