Visitor survey Alpenzoo Innsbruck

Initial situation & objectives

Zoos play an important role as tourist attractions worldwide, combining education, recreation, research and species conservation. In doing so, zoos must bridge the gap between developing effective forms of modern visitor interpretation and keeping animals for human recreation. The present study is dedicated to the question of how visitors perceive the Alpenzoo. The aim of this study is to visualize the visitor profile of the Alpenzoo Innsbruck and to analyze the correlations between different factors for the satisfaction and willingness to recommend the zoo to others.

Methodology

In summer 2024, a total of 823 zoo visitors were surveyed using an online questionnaire. On the one hand, the visitors were personally made aware of the survey by MCI students during and after their visit to the zoo (29%). On the other hand, QR codes were used to advertise the survey in public places in the zoo and on the zoo's social media channels throughout the entire period (71%). In addition to demographic data, the questionnaire included questions about the reasons for visiting the zoo, travel (car, bus, etc.), accompanying visitors (with children, partner, etc.) and the fulfillment of the four pillars of a zoo.

Results

The survey shows that the Innsbruck Alpine Zoo plays an important role as a tourist attraction and impresses visitors above all with the opportunity to observe rare alpine animal species and with its educational offers. The results of the survey show a high level of general satisfaction, with aspects such as species protection, detailed information about animals and opportunities to stay being particularly emphasized. These factors contribute significantly to the positive perception of the zoo and influence the intention to visit again as well as the high willingness to recommend the zoo to others. Overall, the study underlines the success of the Alpine Zoo as a cultural and tourist facility that combines education, species conservation and leisure. The findings offer valuable approaches for further strengthening the zoo's appeal and at the same time expanding its role as a mediator for nature conservation and Alpine biodiversity.

All detailed results of this study are published in an article in the journal Tourismuswissen quarterly (Publication date: April 2025)