Abstract
Membership programs are an important and often vital element for the success and economic sustainability of leisure and tourism visitor attractions. Unfortunately, very little research is available to guide membership program development and promotion efforts. To address this gap in the research literature, a research project assessed member and nonmember preferences for the different benefits available through a zoo membership program. Using a choice-based conjoint analytic approach (also known as stated preference choice analysis), data were collected during the summer of 2007 from both members (n=1,204) and nonmembers (n=304) of the Brookfield Zoo (located just outside of Chicago in Brookfield, IL). A self-administered survey, conducted both online and on-site at the zoo, was used to examine preferences for eight membership benefit categories, each varying from three to five levels. Analysis of the resulting study data provides information on relative preferences for the eight study factors and suggests several implications for designing and promoting membership packages to current as well as potential zoo members.
Parent Publication
Citation
Klenosky, David B.; Oh, Chi-Ok; Panek, Christopher C.; Luebke, Jerry F. 2009. I want to join the zoo! A conjoint study of membership program preferences. In: Klenosky, David B.; Fisher, Cherie LeBlanc, eds. Proceedings of the 2008 Northeastern Recreation Research Symposium; 2008 March 30 - April 1; Bolton Landing, NY. Gen. Tech. Rep. NRS-P-42. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 122-128.
