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How animal parks are marketing themselves through an animal welfare perspective: Analysis of Sea World, Australia Zoo, Orsa Rovdjurspark and Sriracha Tiger Zoo
Dalarna University, School of Technology and Business Studies, Tourism Studies.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Animal parks have for decades worked as a popular tourism attractions, both from an educationally and entertainment point of view. The awareness of animals and their welfare is something that is well discussed in the literature. However, the welfare of animals with the connection from a marketing perspective, is something that is still relatively unknown. This thesis have investigated the amount of animal welfare that is integrated in the marketing from four different animal parks. The research was conducted through a qualitative content analysis, where the marketing material from the animal organisations were being analysed. The results from this research revealed that the amount of animal welfare differed among the parks. In three of them the focus on welfare were relatively high, whilst in the fourth the welfare were none existed. While the analysis indicated on some similarities among the parks, some differences were also stated. These results can be of interests for further research within the tourism field. For instance research where these results are being compared with the parks business actions, to see how well they matches.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Animal Welfare, Social Media, Animal parks, Marketing, Sea World, Australia Zoo, Orsa Rovdjurspark, Sriracha Tiger Zoo
National Category
Other Social Sciences
Identifiers
URN: urn:nbn:se:du-26421OAI: oai:DiVA.org:du-26421DiVA: diva2:1149895
Available from: 2017-10-17 Created: 2017-10-17

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
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  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
  • text
  • asciidoc
  • rtf