User value for Kumasi zoological garden, Ghana Online publication date: Tue, 21-Jun-2016
by Kwasi Larnyoh; Dadson Awunyo-Vitor
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 5, No. 1, 2016
Abstract: This study identifies factors influencing the demand for recreation at the Kumasi zoological garden and estimates the consumer surplus for users. An onsite survey was conducted with the aid of a questionnaire to collect data from visitors to the zoo. Two stage least square (2SLS) and ordinary least square (OLS) regression was performed in a double log functional form. The result reveals that socioeconomic factors significantly influence visitation to the zoo. In addition, adult visitors enjoy a consumer surplus of GH¢29.21 per annum. Student visitors enjoy a consumer surplus of GH¢17.22. This suggests that the actual price paid by visitors to the Kumasi Zoo understates the true value they attach to such a visit. The study concluded that travel costs influence a visitor's decision to visit the Kumasi Zoo and that, generally, visitors are willing to pay a higher amount to enjoy the services of the zoo than they actually pay as gate fees. The study recommends an increment in gate fees for adults and students.
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