The primary goal of this dissertation was to gain a better understanding of individuals’
membership benefits preferences and attitudes toward donation programs in the context of urban
zoo settings. The first objective of this dissertation was to provide a background on membership
and donation related research in the context of zoos and other relevant organizations. Based on the
review of literature, the second objective was to empirically examine, through two independent
studies, zoo membership benefit preferences and attitudes toward a donation program. <div><br></div><div>Despite a wealth of knowledge in the literature with respect to zoo visitors, animals,
exhibits, and related programs, little research has been conducted on individuals’ preferences for
zoo membership benefit packages and attitudes toward donation programs. To fill the gaps in these
areas, the first empirical study examined factors that influence current and prospective members’
decision-making when choosing a membership package at an urban zoo. More specifically, the
study explored preferences for selected membership program benefits and benefit levels, as well
as how these preferences varied among visitors grouped by key segmentation variables. The study
findings suggested that price of membership package was the most important factor, followed by
the discount on food and beverage and the proportion of membership fees devoted to animal
conservation. As expected, the visitors who scored high on place attachment to the zoo were more
supportive of the zoo and less sensitive to variations in the specific options included in the zoo’s
membership package. <br></div><div><br></div><div>In the second study, attitudes toward a donation program at an urban zoo were examined. In
particular, this study investigated subgroups’ differences segmented by their membership status,
place attachment levels, and attitudinal positions. A two-dimensional/bivariate attitude approach
was employed to explore potential differences among attitudinal position groups. The study
findings indicated while most respondents held positive attitudes toward the donation program,
zoo members and nonmembers did not differ significantly. The likelihood of joining the donation
program was significantly higher for those in the positive dominant attitude group compared to
those in the negative dominant and equally ambivalent groups. Additionally, a qualitative analysis
revealed that many respondents were concerned about the cost or affordability of the donation
program; and perceived the benefits of the program as a poor value.<br></div><div><br></div><div>Collectively, the two empirical studies provide useful insight for managers and professionals
charged with developing membership and donation programs in zoological parks and other
relevant organizations. The study results also suggest a number of potentially productive
directions for future research in these areas.<br></div><div><br></div>
| Identifer | oai:union.ndltd.org:purdue.edu/oai:figshare.com:article/9956093 |
| Date | 17 October 2019 |
| Creators | Lin Zhang (7474679) |
| Source Sets | Purdue University |
| Detected Language | English |
| Type | Text, Thesis |
| Rights | CC BY 4.0 |
| Relation | https://figshare.com/articles/Examining_membership_benefit_preferences_and_donation_program_attitudes_in_an_urban_zoo_setting/9956093 |
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