Factors affecting botanic park visitation: A case of Saigon Zoo and Botanical Gardens

Abstract

Increasing number of people is becoming more active in park visitation and ecotourism. It is therefore important for park managers to understand future trends in visitor use of parks. This research paper is designed to understand the motivational factors or the psychological reasons why people visit parks in order to create the suitable marketing campaign to target them. As well as that, it discovers the facilities and attractions of parks that are most important to the visitors, so that the management of parts can disburse its resources in the best areas to achieve maximum output and return. Furthermore, the research aims to find the best communication channels for tourism destinations to reach its target audience so that its marketing expenditure can yield the maximum return. A survey with 228 participants who have visited Saigon Zoo and Botanical Gardens in the last 12 months was conducted. The research result will be critical for the adaptive management of parks and for building the capacity to manage changes and shifts in visitation patterns and park usage. Saigon Zoo and Botanical Gardens would take advantage of this trend and secure a substantial proportion of the new park visitors.