Beyond Entertainment: Quality-Centric Management Approaches for Zoo Visitor Satisfaction and Loyalty

This study investigates how zoos can enhance visitor satisfaction and loyalty through quality-focused management approaches that extend beyond their traditional educational and conservational roles. Addressing a gap in the existing literature, which often neglects the quality management of the zoo experience, the research analyzes data from written reports submitted by international master-level students between 2019 and 2023 at the University of Pécs. These reports reflect personal experiences of zoo visits and provide information from zoo visitors. A word count analysis was done from the reports to identify key terms, which were then grouped into six thematic categories: (1) visitor experience, (2) activities and interaction, (3) operations and management, (4) additional services, (5) navigation and accessibility, and (6) expectations. The findings show that factors such as animal diversity, cleanliness, food service, interactive experiences, staff engagement, and accessible pathways significantly influence visitor satisfaction. The study highlights that visitors place greater emphasis on tangible and experiential aspects rather than on animal welfare per se. The research offers practical recommendations for zoo management, emphasizing the importance of balancing entertainment, educational value, and operational quality to meet visitor expectations. These results contribute to the development of quality-oriented strategies in zoo management.