CI Assessment 2 Part B Group 4 2

TARONGA ZOO
Part B: Infographic report
MKTG2011
Group 4
Executive Summary
This report presents the findings of a comprehensive analysis conducted at Taronga Zoo to explore various
aspects of visitor experiences, considering demographic features such as gender. The study focused on five
research topics: the satisfaction levels of visitors with variety of animals, conditions that animals live in,
and visibility of animals (one sample t-test); the association between gender and visitor satisfaction with
animal variety, conditions that animals live in, and visibility of animals (Chi-square test); the degree of
differences toward the zoo staff and cleanliness (independent sample t-test); the degree of differences in
perception of different age groups (ANOVA); and the correlation between intention to recommend and
satisfaction with animal variety and between plan to visit in the future and perception about educational
value received from zoo visit (correlation analysis).
Firstly, the one-sample t-tests demonstrated that visitors were significantly satisfied with the variety of
animals, the conditions that animals live in, and the visibility of animals at the zoo. These aspects exceeded
the expected population mean, indicating a successful visitor experience. Then, the Chi-square test of
independence revealed no significant association between gender and visitor satisfaction with animal
variety, indicating that both male and female visitors shared similar opinions about the diverse animal
exhibits. Additionally, the independent sample t-test results illustrated the absence of difference between
gender and opinion toward the staff and hygiene. Moreover, the ANOVA displayed a similar perception of
F&B quality but a difference in ratings by different age groups. Lastly, the correlation analysis indicated a
positive relationship between intention to recommend and satisfaction with animal variety. Visitors who
expressed a greater likelihood of recommending the zoo also reported higher satisfaction with the variety
of animals. On the contrary, there was no correlation between the plan to visit in the future and the
perception of educational value received from zoo visits.
The analysis highlights the importance of diverse animal exhibits and excellent visitor experiences in
enhancing satisfaction and positive recommendations. It also emphasizes the need to improve employee
performance and visibility for future visitors continuously. By implementing target marketing and inclusive
programs, the zoo can cater to diverse visitor segments and foster long-term engagement.
2
Table of Contents
I. Introduction .......................................................................................................................................... 4
II. Sample characteristics ..................................................................................................................... 4
III. One sample t-test .............................................................................................................................. 5
3.1. Statistical test 1 ........................................................................................................................... 6
Recommendations for one sample t-test................................................................................................ 7
IV. Chi-square analysis ......................................................................................................................... 7
Recommendations for Chi-square analysis........................................................................................... 9
V. Independent sample t-test .................................................................................................................... 9
5.1. Statistical test 7 ......................................................................................................................... 10
Recommendations for independent sample t-test............................................................................... 11
VI. Analysis of variance (ANOVA) ..................................................................................................... 11
6.2. Statistical test 10 ....................................................................................................................... 12
Recommendations for ANOVA............................................................................................................ 12
VII. Correlation analysis ....................................................................................................................... 13
Recommendations for correlation analysis ......................................................................................... 14
VIII. Conclusion ................................................................................................................................. 15
3
I. Introduction
Taronga Zoo, a Sydney-based zoo, strives to provide exceptional experiences for its visitors, considering
various demographic features such as gender, age, and interests. Understanding visitor preferences and
satisfaction is crucial for sustaining the zoo's reputation and fostering positive recommendations.
This report comprehensively analyzes various aspects of visitor experiences at Taronga Zoo; on the sample
size of 91 respondents, 43 identified as male and 48 as female, in various age groups, focusing on five key
research topics.
The first research topic investigates visitors' satisfaction levels with various animals, the conditions that
animals live in, and the visibility of animals. The second area examines the association between gender and
visitor satisfaction with animal variety.
The third topic identifies the differences in opinion toward the zoo employees and hygienic standards. The
last area is to explore the correlations between intention to recommend and satisfaction with animal variety,
plan to visit in the future, and perception of educational value received from zoo visits. The research uses
statistical tools such as one-sample t-tests, Chi-square tests, independent sample t-tests, ANOVA, and
correlation analysis to draw meaningful insights from the data collected during the study.
The findings from these analyses, in conjunction with the demographic features, provide valuable
information for zoo management to enhance visitor experiences, identify areas of improvement, and modify
marketing programs suitable for each visitor segment. The subsequent sections of this report will delve into
each research topic, present the research questions and corresponding hypotheses, provide a detailed
analysis of the results, and offer practical recommendations based on the findings.
II. Sample characteristics
The first section presents a concise overview

of the sampled population. There were a total
of 91 participants who visited the Taronga
Zoo.
The table below illustrates the age distribution

among the participants. It can be observed that
the survey was mainly conducted on younger
Figure 2.1: Distribution of respondents by age groups
4
age groups, with the majority falling within the age range of 25-34, accounting for 36.7%. Additionally,
the two age groups aged 18-24 and 35-44 had nearly equal populations, with 22 and 23 individuals,
respectively. Furthermore, the survey included participants aged 45 and above, comprising 15 out of the 91
attendees. By evenly distributing, the researchers can mitigate the risk of bias toward a particular generation.
Figure 2.2: Distribution of respondents by gender and age groups
Moreover, a balanced distribution between male and female participants is displayed on the pie chart, with
each gender accounting for 47% and 53%, respectively. According to the gender distribution by age, it can
be noted that the age groups of 18-24 and 25-34 had a higher number of male participants, precisely three
more units. However, for the older groups, such as 35-44, 45-54, 55-64, and 65 and above, the number of
female participants dominated, with eight more females than males.
Regardless of the minor differences, the overall distribution of gender and age appears relatively balanced
and presents a few limitations concerning errors during the research.
III. One sample t-test
Variables Mean p-value t-value Confidence level

Statistical test 1 4.16 .000 13.55 95%
Context: The analysis was examined on a sample size of 91 participants of both gender accordingly to the
demographic description. There is only the appearance of data type: interval data (satisfaction) to the trio
of variables. Thereby, the researchers opted to conduct the one-sample t-test (one-tailed) as a test of
differences between the variables. (taking the population mean = 4)
5
3.1. Statistical test 1
• Research Question 1: Is satisfaction with variety of animals higher than the population mean of 4?
• Hypotheses (one-tailed):
H0: The satisfaction with variety of animals is lower than or equal to 4.
H1: The satisfaction with variety of animals is higher than 4.
• Results:
The statistical analysis yielded a p-value of 0.000 < 0.05; t-value of 13.55 > 1.96. Thereby, H0 is rejected
(supported by the sample mean (M) = 4.16 > 4).
• Conclusion:
The one-tailed one-sample t-test reveals that visitors' satisfaction with variety of animals (M = 4.16) is
higher than 4 (population mean). The zoo has successfully provided diverse animal exhibits that exceed the
population's average satisfaction level.
• Research Question 2: Is satisfaction with living conditions of animals higher than the population mean
of 4?
H0: The satisfaction with living conditions of animals is lower than or equal to 4.
H1: The satisfaction with living conditions of animals is higher than 4.
• Results:
The statistical analysis yielded a p-value of 0.000 < 0.05; t-value of 14.36 > 1.96. Thereby, H0 is rejected
• Conclusion:
The one-tailed one-sample t-test illustrates that visitors' satisfaction with the living conditions of animals
(M = 4.02) is higher than 4. The zoo's dedication to providing favorable animal living conditions has
resulted in greater satisfaction among the visitors.
• Research Question 3: Is satisfaction with visibility of animals higher than the population mean of 4?
H0: The satisfaction with visibility of animals is lower than or equal to 4.
6
H1: The satisfaction with visibility of animals is higher than 4.
• Results:
The statistical analysis yielded a p-value of 0.000 < 0.05; t-value of 10.34 > 1.96. Thus, H0 is rejected
• Conclusion:
The one-tailed one-sample t-test reveals that visitors' satisfaction with the visibility of animals (M = 4.11)
is higher than 4. The zoo has integrated excellent visibility of animal design, leading to increased
satisfaction among the visitors.
Recommendations for one sample t-test
Actions Elaboration
Enhancing animal variety To maintain a high level of visitor satisfaction,
Taronga Zoo should aim to diversify the range of
animal exhibits by updating and introducing new
species.
Prioritizing animal welfare and living conditions Ensuring animal welfare and living conditions by
implementing animal health care and enriching the
simulated environment is needed to preserve high
customer satisfaction.
Improving visitors’ visibility Optimizing the sightseeing view and animal
enclosure is critical for the customer to have a
satisfied experience during their visit.
IV. Chi-square analysis
Variables p-value Contingency Coefficient (C) Confidence level
Statistical test 4 .608 .608 95%

Context: The analysis is conducted on two groups of sample: Male and Female visitors, each including 43
and 48 participants, respectively (a total of 91 respondents). Moreover, there are two types of data:
categorical data (gender) and interval data (satisfaction/perception), which are measured on a 1-7 Likert
scale. Therefore, the researchers conduct a Chi-square test as a test of association for the given variables.
7
• Research Question 4: Are there any associations between gender and visitor satisfaction with animal
variety?
• Hypotheses:
H0: There is no relationship between gender and visitor satisfaction with animal variety.
H1: There is a relationship between gender and visitor satisfaction with animal variety.
• Results:
The statistical analysis yielded a p-value of 0.608 > 0.05 (fail to reject H0). Therefore, H1 is rejected, and
H0 is accepted.
• Conclusion:
Based on the findings, we conclude that there is no significant relationship between gender and visitor
satisfaction with animal variety.
• Research Question 5: Are there any associations between gender and visitor satisfaction with animal
visibility?
• Hypotheses:
H0: There is no relationship between gender and visitor satisfaction with animal visibility.
H1: There is a relationship between gender and visitor satisfaction with animal visibility.
• Results:
H0 is accepted.
• Conclusion:
satisfaction with animal visibility.
• Research Question 6: Are there any associations between gender and visitor perception of animal living
conditions?
• Hypotheses:
8
H0: There is no relationship between gender and visitor perception of animal living conditions.
H1: There is a relationship between gender and visitor perception of animal living conditions.
• Results:
H0 is accepted.
• Conclusion:
perception of animal living conditions.
▪ Contingency coefficient of statistical tests 4,5,6: Although the data results illustrate the unfavored
association between the variables (p-value > 0.05), the contingency coefficients of the variables are
more significant than 0.5 and close to 1. Thus, it may hinder a relationship between the groups but lack
statistical evidence.
Recommendations for Chi-square analysis
Actions Elaboration
Rotating animal exhibits Because of the absence of a relation between
gender and customer satisfaction with animal
variety and visibility, Taronga should offer a more
diverse range of animals that target all customer
segments and rotate periodically to maintain
novelty and engagement.
Offering inclusive programs Due to the insignificant impact of gender on
satisfaction, sex is not a well-defined
demographical segmentation attribute. Thus, the
zoo should aim to build inclusive programs that
target lifestyle and behavior instead (wildlife
photography, family-friendly trip).
V. Independent sample t-test
Variables p-value t-value Mean Difference Confidence level

Male= 4.28
Female = 4.33
Male = 4.58
Female = 4.46
9
Context: The analysis is conducted on two groups of sample: Male and Female visitors, each including 43
and 48 participants, respectively (a total of 91 respondents). Besides, there are two types of data: categorical
data (gender) and interval data (attitudes), which are measured on a 1-7 Likert scale. Therefore, the
researchers conduct an independent sample t-test as a test of differences for the given variables.
• Research Question 7: Is there any difference between male and female visitors in terms of their attitude
towards zoo staff?
• Hypotheses (two-tailed hypotheses):
H0: There is no significant difference in attitudes towards zoo staff between male and female visitors.
H1: There is a significant difference in attitudes towards zoo staff between male and female visitors.
• Results:
The statistical analysis yielded a p-value of 0.748 > 0.05 (fail to reject H0), indicating no difference. Then,
the t-value = 0.626 < 1.96, and the mean difference is minimal. Thereby, H0 is accepted, and H1 is rejected.
• Conclusion:
Based on the findings, we conclude that there is no significant difference in attitudes towards the staff
between male and female visitors.
• Research Question 8: Is there any difference between male and female visitors in terms of their attitude
towards the cleanliness of the zoo?
H0: There is no significant difference in attitudes towards the cleanliness of the zoo between male and
female visitors.
H1: There is a significant difference in attitudes towards the cleanliness of the zoo between male and female
visitors.
• Results:
The statistical analysis yielded a p-value of 0.375 > 0.05 (fail to reject H0), indicating no difference. Then,
the t-value = 0.317 < 1.96, and the mean difference is minor. Therefore, H0 is accepted, and H1 is rejected.
• Conclusion:
The study found no significant difference in attitudes towards the cleanliness of the zoo between male and
female visitors.
10
Recommendations for independent sample t-test
Actions Elaboration
Training staff regularly Conduct regular training programs for zoo staff to
improve their customer service skills, empathy,
and ability to interact positively with visitors of all
backgrounds.
Offering staff incentives Recognize and reward staff members who
consistently provide exceptional customer service.
Incentives can motivate staff to continue delivering
positive experiences to zoo visitors.
Monitoring and conducting periodic inspection Implement regular inspections and monitoring of
zoo areas to ensure that cleanliness standards are
consistently met. Assign staff members to specific
areas to oversee and maintain cleanliness.
VI. Analysis of variance (ANOVA)
Variables p-value Mean Differences Confidence level

18-24 yrs = 3.27
25-34 yrs = 3.73
35-44 yrs = 3.65
Statistical test 9 .330 95%
45-54 yrs = 3.00
55-64 yrs = 3.80
65> = 3.33
18-24 yrs = 3.27
25-34 yrs = 3.36
35-44 yrs = 3.30
Statistical test 10 .010 95%
45-54 yrs = 3.60
55-64 yrs = 3.00
65> = 3.33
Context: The analysis is conducted on different sample groups that varied based on age (a total of 91
respondents). Besides, there are two types of data for each variable test: ordinal data (age segments) and
interval data (perceptions), which are measured on a 1-7 Likert scale for the first variable test, and ordinal
(age segments) and ratio data (ratings) for the second variable test. Therefore, the researchers conduct an
ANOVA as a test of differences for the given variables.
11
• Research Question 9: Do different age groups differ in terms of their perception of the quality of food
and beverages?
H0: There is no significant difference in perceptions related to the quality of food and beverages among
different age groups.
H1: There is a significant difference in perceptions related to the quality of food and beverages among
different age groups.
• Results:
The statistical analysis yielded a p-value of 0.330 > 0.05 (fail to reject H0), indicating there is no difference.
Besides, the mean differences between each age group are minor. Therefore, H0 is accepted, and H1 is
rejected.
• Conclusion:
The study found that there is no significant difference in perceptions related to the quality of food and
beverages among different age groups. Regardless of age, visitors share similar opinions about the quality
of food and beverages at Taronga Zoo.
• Research Question 10: Do different age groups differ in terms of their ratings of Taronga Zoo?
H0: There is no significant difference in ratings of Taronga Zoo among different age groups.
H1: There is a significant difference in ratings of Taronga Zoo among different age groups.
• Results:
The statistical analysis yielded a p-value of 0.01 < 0.05, indicating there is a difference. Besides, there are
differences between the mean scores. Thus, H0 is rejected, and H1 is accepted.
• Conclusion:
The study found that there is a significant difference in ratings of Taronga Zoo among different age groups.
It appears that visitors from different age groups hold diverse opinions about the overall experience and
offerings of Taronga Zoo.
Recommendations for ANOVA
12
Actions Elaboration
Maintaining F&B consistency Regularly monitor and assess the quality of food
and beverage offerings to ensure a positive and
satisfying visiting experience for all visitors of
different ages.
Using target marketing Conduct targeted surveys or focus groups to
understand the preferences and expectations of
visitors from different age groups, then tailor the
offerings if needed.
Diversifying communicating tools Customize marketing and promotional strategies to
appeal to various age groups. Use social media,
online platforms, and advertising channels that are
popular among specific age segments to reach a
wider audience.
VII. Correlation analysis
Variables p-value Pearson Correlation

Statistical test 11 .038 .218
Statistical test 12 .080 .184
Context: The analysis is conducted on 91 participants. For variable test #11, the variables are abstract; thus,
the data type is interval (Likert scale 1-7) for both "Intention to recommend" and "Satisfaction with variety
of animals." For variable test #12, the nominal data type is used for "Plan to visit in the future" (binary),
and interval data is used for "educational value." Therefore, the researchers conduct a correlation analysis
as a test of association for the given variables.
• Research Question 11: Does intention to recommend correlate with satisfaction with variety of animals?
• Hypotheses:
H0: There is no significant correlation between intention to recommend and satisfaction with the variety of
animals at the zoo.
H1: There is a significant correlation between intention to recommend and satisfaction with the variety of
animals at the zoo.
• Results:
13
The statistical analysis yielded a p-value of 0.038 < 0.05, indicating there is a correlation. Thus, H0 is
rejected, and H1 is accepted. Besides, Pearson correlation coefficient = 0.218, implying that the strength of
the correlation is weak to moderate.
• Conclusion:
There is a positive correlation (r = 0.218, p-value = 0.038) between intention to recommend and satisfaction
with the variety of animals at the zoo. Visitors who are more likely to recommend the zoo to others also
tend to report higher levels of satisfaction with the variety of animals exhibited.
• Research Question 12: Does plan to visit in the future correlate with perception about educational value
received from zoo visit?
• Hypotheses:
H0: There is no significant correlation between plan to visit in the future and perception about educational
value received from zoo visit.
H1: There is a significant correlation between plan to visit in the future and perception about educational
value received from zoo visit.
• Results:
The statistical analysis yielded a p-value of 0.008 > 0.05, indicating there is no correlation. Thus, H1 is
rejected, and H0 is accepted (fail to reject H0). Consequently, Pearson correlation coefficient = 0.184,
implying that the strength of the correlation is very weak.
• Conclusion:
There is no significant correlation (r = 0.184, p-value = 0.08) between plan to visit in the future and
perception about educational value received from zoo visit. While there is a positive correlation, it is very
weak, suggesting that the intention to revisit the zoo in the future might not strongly influence visitors'
perception of the educational value they received during their current visit.
Recommendations for correlation analysis
Actions Elaboration
Focusing on diversifying animal exhibits Since there is a significant positive correlation
between intention to recommend and satisfaction
with the variety of animals at the zoo, it is crucial
for Taronga Zoo to continue offering a diverse
range of animal exhibits. Regularly update and
14
enrich the exhibits to maintain visitor interest and
satisfaction.
Promoting positive Word of Mouth By recognizing the strong association between
intention to recommend and satisfaction, the zoo
can focus on creating memorable and enjoyable
experiences for visitors. Encourage positive word-
of-mouth marketing by providing exceptional
customer service and ensuring that visitors have a
delightful time at the zoo.
VIII. Conclusion
Taronga Zoo's visitor experience report analyzed satisfaction among 91 respondents, revealing positive
perceptions regarding animal variety, living conditions, and visibility. Besides, gender had no significant
impact on satisfaction, and age showed diverse opinions about the overall zoo experience. Notably, visitors
satisfied with the animal variety were more likely to recommend the zoo. In general, to enhance experiences,
the zoo should focus on diversifying animal exhibits, prioritizing animal welfare, targeting marketing
efforts, encouraging positive word-of-mouth, enhancing customer experiences, and staff training, which
will further contribute to the zoo's reputation as a top wildlife destination.
15
TARONGA OO A Visual Performance Report
Taronga Zoo, nestled

WHO DID WE SURVEY?
with stunning vistas of
Sydney Harbour, Age Gender
presents an exceptional
40
47% 53%
30
opportunity to witness a
vast array of wildlife, 20
encompassing over 10
4,000 animals. Among 0

18-24 25-34 35-44 45-54 55-64 65>
them are native
Australian species and DISTRIBUTION OF GENDER & AGE APPEARS
rare, endangered exotic
RELATIVELY BALANCED
creatures. Visitors will
find joy in experiencing
captivating shows and
top-notch services
during their visit.
ARE OUR VISITORS HAPPY?

ONE SAMPLE T-TEST
t-value
ANIMALS
4.02
LIVING CONDITIONS
14.36
4.16
VARIETY
13.55
4.11
VISIBILITY
10.34
0 5 10 15
VISITORS ARE CONTENTED WITH ANIMALS

VARIETY, VISIBILITY & LIVING CONDITIONS
CHI-SQUARE ANALYSIS
DO GENDERS MATTER?
VARIETY
VISIBILITY 0.608
ANIMALS
0.793
43% 48% LIVING CONDITION

0.734
GENDER IS NOT ASSOCIATED
ANIMALS' VARIETY, VISIBILITY & LIVING CONDITION
INDEPENDENT
SAMPLE T-TEST
ARE OUR STAFF HELPFUL?
Mean Male Female
4.28
Staff
4.33
t-value = .626
ZOO
4.58
Cleanliness
4.46
0 1 2 3 4 5
t-value = .317
BOTH GENDERS ARE SATISFIED
WITH ZOO'S STAFF AND CLEANLINESS
ANOVA
HOW ARE VIEWPOINTS DIVERSIFIED?
18-24 yrs 18-24 yrs
25-34 yrs 25-34 yrs
35-44 yrs 35-44 yrs
45-54 yrs 45-54 yrs
55-64 yrs 55-64 yrs
65> yrs 65> yrs
0 1 2 3 4 0 1 2 3 4
p-value = .33 p-value = .01

CONSISTENT PERCEPTIONS DISTINCT OPINIONS
across all ages across age groups
FOR F&B ABOUT ZOO RATINGS
DIFFERENT GENERATION HOLDS

DIFFERENT THOUGHTS!
CORRELATION ANALYSIS
WHAT IS OUR CUSTOMER RETENTION?
Sig Value Sig Value
Pearson Correlation Pearson Correlation
0,25 0,2
0,2 0.184
0.218 0,15
0,15
0,1
0,1
0.08
0,05 0.080
0,05
0.038
0 0
Recommendation - Satisfaction Plan to visit- Educational Value
SATISFIED VISITORS MORE LIKELY HIGH RETURN RATE
TO RECOMMEND ZOO DUE TO DESPITE MIXED EDUCATIONAL
ANIMAL VARIETY VALUE RECEIVED
THE HAPPIER THE FOLKS,

THE MORE THEY TELL!
RECOMMENDATION
PRIORITIZE
animal welfare & living conditions
IMPROVE
visitors’ visibility
ENHANCE
animal variety
ROTATE
animal exhibits
OFFER
inclusive programs
TRAIN
staff
CONDUCT
periodic inspection
MAINTAIN
F&B consistency
DIVERSIFY
communication
FOCUS
animal exhibits
PROMOTE
Word of Mouth
Use
TARGET MARKETING
REFERENCE
Taronga Zoo Sydney | Sydney, Australia - sydney.com. (n.d.).
https://int.sydney.com/destinations/sydney/sydney-north/mosman/attractions/taronga-zoo-
sydney#:~:text=Taronga%20Zoo%2C%20with%20spectacular%20views,bird%20and%20seal%20shows%20

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TARONGA ZOO

Part B: Infographic report

II. Sample characteristics

The first section presents a concise overview

The table below illustrates the age distribution

Figure 2.2: Distribution of respondents by gender and age groups

III. One sample t-test

Variables Mean p-value t-value Confidence level

3.2. Statistical test 2

3.3. Statistical test 3

Recommendations for one sample t-test

IV. Chi-square analysis

Variables p-value Contingency Coefficient (C) Confidence level

Statistical test 4 .608 .608 95%

4.2. Statistical test 5

4.3. Statistical test 6

Recommendations for Chi-square analysis

V. Independent sample t-test

Variables p-value t-value Mean Difference Confidence level

5.1. Statistical test 7

5.2. Statistical test 8

VI. Analysis of variance (ANOVA)

Variables p-value Mean Differences Confidence level

6.2. Statistical test 10

Recommendations for ANOVA

VII. Correlation analysis

Variables p-value Pearson Correlation

7.1. Statistical test 11

7.2. Statistical test 12

Recommendations for correlation analysis

Taronga Zoo, nestled

4,000 animals. Among 0

ARE OUR VISITORS HAPPY?

VISITORS ARE CONTENTED WITH ANIMALS

43% 48% LIVING CONDITION

p-value = .33 p-value = .01

DIFFERENT GENERATION HOLDS

THE HAPPIER THE FOLKS,

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