Visitor Attitudes toward Melbourne Zoo and its Integration of E-commerce - Case Study Example

I. OF THE STUDY Visitor Attitudes toward Melbourne Zoo and its Integration of E-commerce II. BACKGROUND OF THE MARKETING PROBLEM The Melbourne Zoo has very little defined management knowledge of customer satisfaction and feedback. The marketing team of the organization is not as well-equipped with the necessary information of the visitor experience for them to fully develop a marketing strategy that should fit the company. This study aims to present the attitude of the visitors and how this affects proper positioning of marketing tools that should help Melbourne Zoo in creating a wider audience and attracting ‘return’ customers. It also hopes to achieve the assimilation of the use of e-commerce techniques in the actual promotions of the zoo. This is a process which evolves from theoretical to conceptual in observation. The necessity of technology as a staple in our everyday lives led to the emergence of newer strategies to connect businesses and consumers. Such is the current popularity of e-commerce in conducting marketing. Upon careful consideration it is apparent that this is not merely a trend but will continue to be an indispensable marketing tool. Electronic-commerce also known as electronic marketing gives new meaning to the way business is done. Not only is marketing limited to the conventional marketing tools, it now paves the way to search for convergence with clients. The study calls for a deeper analysis of the marketing tools employed by Melbourne Zoo. First, the general attitudes of the visitors need to be identified to be able to know what are the current programs and features of the zoo that entertains them the most. This will be helpful as this could be the bannered attraction for Melbourne Zoo. This would also identify if they are doing enough in terms of satisfying the clientele. Once this is answered, the study aims to concentrate on the integration of e-commerce in the development of its marketing strategies. This is a way to modernize the brand image of the zoo as well as the utilization of current available technology to maximize the potential of the enterprise in its further success through the internet. The researcher feels this to be an important concentration of the study as it is one of the gaps easily identified through research of Melbourne Zoo. Melbourne Zoo currently has as its primary website http://www.zoo.org.au/ which is a comprehensive site that is directed towards the promotion of the zoo. At the same time it posts news and other relevant information. The main problem for this as the researcher sees it is that the website is dedicated to three zoos, collectively known as the Victoria Zoos. First, it contains information for Werribee Open Range Zoo which centralizes on an ‘Out-of-Africa adventure’ through their slumber-type accommodations. This open range zoo features its rhinos as their prime attractions through close encounters and perimeter tours. Healesville Sanctuary is the other zoo featured within the same site. Its main attractions include ‘Adventure in Coranderrk’ which is best enjoyed with an eco-ranger facilitator through their eco-train of the bush land. Native animals like dingoes are the focal point of their shows (Zoos Victoria). The Melbourne Zoo has its own web page incorporated within the same website. A quick click redirects the user to its web link. A picture of a gorilla is juxtaposed to the name of the zoo alongside with a picture of a giraffe for Werribee Open Range Zoo on the left and an owl for Healesville Sanctuary on its right. Each zoo has their diverse marketing branding to distinguish one from the other. The tag can be clicked and the site will instantly take you to the web page for the zoo. The main interface of the page contains several pictures of elephants. It also contains the different campaigns propagated by the organization. The movement for earth hour titled ‘Earth Hour Unplugged on the Rug’ which features an acoustic concert in its observance is promoted. Another promotion titled ‘Don’t Palm Us Off’ which pertains to the effects of palm oil in the habitat of orangutans and how it can lead to their extinction is also included. The news of the Asian elephant Dokkoon giving birth to a calf is also in the web page. This delivery without precedent is a new development especially in Australian zoos. The core principle of e-commerce is to attract web users to the website and, once there, to convince them to become customers. This is the main idea behind launching an e-campaign for Melbourne Zoo through this study. III. PROBLEM STATEMENT The main problem as observed by the researcher is the lack of knowledge of the organization on the type of clientele and level of satisfaction of the visitors. The zoo currently has minimal feedback forms answered by respondents for them to be able to know the general attitudes of people. There is also the question of the frequency of visits and the target market for Melbourne Zoo. By identifying who frequents the zoo, they will be able to set out tangible promotional campaigns that cater to their patrons. As a general perception, it is usually schoolchildren and their parents who often visit the zoo. This has to be substantiated through a research which is the main purpose of this paper. Regarding the specific problems included by the researcher, the exclusivity of a website dedicated for Melbourne Zoo is seen as a viable option for a marketing tool. This would enable, for example, parents who are the decision-makers for their children’s activity itineraries to retrieve information through the use of the internet. The existence and implementation of a website dedicated solely to each zoo, specifically Melbourne Zoo which is the main focus of this study is seen as beneficial to the organization. IV. RESEARCH QUESTIONS a. Who are the main clientele of Melbourne Zoo? b. Are they satisfied with their visit to the zoo? c. Will they be visiting the zoo in the near future? d. Are they pre-disposed to use the internet in their daily routine? e. Will the application of e-commerce tools be beneficial to the marketing strategy of the zoo? f. Do clientele attitudes toward technology attribute to the success of this marketing strategy? V. METHOD OF DATA COLLECTION AND MEASUREMENT Collection of data will be done through survey questionnaires specifically designed through the research questionnaires. The questions will be answerable through the criterion 1-Strongly Agree (SA), 2-Agree (A), 3-Undecided (U), 4-Disagree (D), and, 5-Strongly disagree (SD). This uses quantitative data collection so that it will fit into the SPSS program for easy computation. The proposal contains the actual survey questionnaire that the researcher hopes to be developed and answered by the sample population. The questionnaires are developed for the population to be able to answer the form easily and comprehensively. Besides the questionnaire, the researcher will also interview officials of Melbourne Zoo regarding their clientele and the marketing tools that they are currently implementing. At the same time, it would also be important to note the marketing strategies that they aim to fully develop. Consequently, they would have to answer if would they be able and willing to create a whole new website for Melbourne Zoo and will this be beneficial to the organization in general. The survey question to be answered by respondents aims to measure their awareness regarding Melbourne Zoo, satisfaction levels and how they are able to acquire information that pertains to the zoo. The first few questions are aimed to identify the clientele and their satisfaction levels. There are questions that are projected to measure whether they are able to retrieve data through conventional methods. The succeeding questions are directed through their overall usage of the internet and awareness thereof. The concept of e-commerce as applied through the marketing techniques of Melbourne Zoo is the primary aim of this research. The theories behind the effectiveness of this considerably new marketing tool while closely monitoring the significance of other more standard marketing strategies is the intention of this paper. The belief lies in that the inclusion of technology is vital in the evolution of the organization toward a more progressive outlook. This is not to say that they are not already putting into practice such innovations. Rather, it’s main goal it to establish a less obstructed website that is filled to the brim of information that is aesthetically pleasing and at the same time comprehensive. In this case, what will fall under secondary data includes data structures collected from earlier research problems and not from within the present while the primary data are variables specifically composed and accumulated for the research in progress. This opens the possibility for firsthand interpretation of data structures. Internet technology and its advances have revamped marketing through interactive marketing communication or IMC (Hair, Bush and Ortinau, 2002). VI. DESIGNING THE QUESTIONNAIRE The research design for this evolves around exploratory research design and descriptive market research. Hair, Bush and Ortinau presents a framework for the collection of necessary data. The questionnaire will be self-administered wherein the respondents will complete a survey form at their convenience (2002). Gather Raw Data  Create Data Structures  Provide Interpretative Meaning The questionnaires were designed through the set guidelines within the standards of market research. Raw data include responses to questionnaires, group interviews, etc. Data structures are representations of the results by amalgamating the individual raw data to a quantitative analysis. This would be done through statistic sampling. The results should disclose trends which is between simple or complex (Hair, Bush and Ortinau, p. 58). To make it simple, a basic mean analysis will be employed by the researcher. The respondents will be asked to answer a five-point Likert scale which is an instrument designed to measure attitude. This would be an agreement scale containing statements patterned after the questions. The questionnaires are not limited unto itself but may inforce observed variables to look at market phenomena. The advatage of the questionnaire is that it gives the researcher more raw data for analysis. “Raw data from a survey can pertain not only to a person’s current behavior but also to his or her state of mind or intentions. In turn, observation methods can be characterized as natural or contrived, disguised or undisguised, structured or unstructured, direct or indirect, or human or mechanical.” (Hair, Bush and Ortinau, 2002). VII. SAMPLING DESIGN TECHNIQUES Sampling for this research would be purposive nonprobability to ensure that the plan in mind will be kept. The predefined groups that would be sought include those who are within the range of what we might consider ‘digital natives’ and ‘digital immigrants.’ As commonly defined, digital natives are those who are introduced to technology from when they are at an early age. These are usually people aged 25 and below. Digital immigrants are those aged 26 and up who are inclined to assimilate themselves to the latest technology. This is due to the sociological impact of the internet. For the most part, it would be moot to include in the sample population those who are aged well outside range. This could mean that delineating older people to the study but this is to achieve transparency for the research. It would be more than obvious to note that this would not significantly affect people who do not use the internet and are not maximizing the benefits of the computer age. The opinions of those who are members of the internet world are the focus of this study. This also includes those who are inclined to visit zoos and well within the area to visit more than once. The degree of accuracy for the research is dependent upon the timeframe for which the findings is due. Inferences and predictions derived from the answers of he target population would be very important for this. This is why nonprobability sampling was chosen for its appropriateness. Factors for key description would be vital in understanding the target population. In the case of electronic marketing strategy, the availability of information from internet databases will be beneficial. The scope of the proposed website is foremost regional in nature but is not limited thereto. This is the fundamental convenience of the world wide web, geography is no longer a limitation but a hurdle that has become inconsequential. For convenience and accuracy, respondents will include actual visitors of Melbourne Zoo. They would be asked to allot a few minutes after their visit and answer the prepared questionnaire. The focus of the sample population limited to a regional perspective is for expediency and appropriate representation. The sample size cannot be determinantly set as this is reliant upon the time and resources available to the researcher which is not within the bounds of this proposal currently in progress. VIII. LIMITATIONS OF THE RESEARCH DESIGN The primary limitation of the research design is the computation for the results of the survey question. There are particular apprehensions as to the computation of the research design and the sampling as it is limited to different factors that may or may not be considered until the actual research is done. For the purpose of this proposal, a number of assumptions were considered for its development. This is not that the paper is clear-cut but that it is in need of considerable improvement. The purpose of marketing strategy in convergence with electronic-commerce together with identifying satisfaction levels is the main goal of this paper. The idea is not to change the branding of Melbourne Zoo, rather, it is the introduction of new innovations to let it catch up with today’s current trends. The problem is not that there is no existing website for the zoo. It is that it is put alongside two other zoos that makes the website congested. The problem is now that there should be a developed website for this purpose and as such, the researcher does not have sufficient knowledge on the parameters which classifies how to proceed with such endeavor. This is the business of IT professionals which would be vital in the course of the website’s construction and implementation. A ROUGH PRESENTATION OF THE SURVEY QUESTIONNAIRE General Directions: Below are questions/statements that reflect certain dimensions that may affect marketing tools for Melbourne Zoo. Please check the column that best describe your own feeling using the following codes: 1- Strongly Agree (SA) 2- Agree (A) 3- Undecided (U) 4- Disagree (D) 5- Strongly disagree (SD) 6- STATEMENTS 7- 1 8- 2 9- 3 10- 4 11- 5 1. This is the first time that I have been to Melbourne Zoo. 12- 13- 14- 15- 16- 2. I am satisfied with the day that I have spent inside Melbourne Zoo. 17- 18- 19- 20- 21- 3. I am happy with the events/features/activities of the zoo. 22- 23- 24- 25- 26- 4. I will return again to Melbourne Zoo if they have events that interest me. 27- 28- 29- 30- 31- 5. I am informed with the latest programs and activities of Melbourne Zoo. 32- 33- 34- 35- 36- 6. I have seen advertisements of Melbourne Zoo in print ads and/or television. 37- 38- 39- 40- 41- 7. I use the internet regularly. 42- 43- 44- 45- 46- 8. I have browsed/read the Melbourne Zoo website. 47- 48- 49- 50- 51- 9. I feel that the internet is important in the relaying of news and information. 52- 53- 54- 55- 56- 10. I am enticed to read up when I see something stimulating in the internet. 57- 58- 59- 60- 61- 11. I would rather browse the internet for convenience rather than the newspaper for events regarding Melbourne Zoo. 62- 63- 64- 65- 66- 12. I feel that a website should not be jam-packed with too much tabs and links for readability. 67- 68- 69- 70- 71- 13. I feel that the internet is indispensable in this day of technology. 72- 73- 74- 75- 76- 14. I am aware that the internet and marketing have become sinuous. 77- 78- 79- 80- 81- 82- 83- Name (Optional): ____________________________ 84- Age: ____________ Sex: ____________ Civil Status: ____________ 85- Do you have any children? ___yes ____no. 86- If yes, how many? ______ 87- -----THANK YOU----- 88- Reference List 89- Hair, J. J., Bush, R. P., & Ortinau, D. J. (2002). Marketing Reseach Within a Changing Information Environment. New York: McGraw-Hill Irwin. 90- Zoos Victoria . (2010, February 16). Zoos Victoria. Retrieved March 23, 2010, from http://www.zoo.org.au/ 91- 92- Read More