Assessing the Use of Social Media to Promote Wildlife Tourism Patronage: A Case Study of the Achimota Zoo

Abstract

This study identifies social media as a marketing tool that can be used to increase patronage at the Achimota Zoo. With recent decline in patronage and general output of the zoo, the researcher on the basis of related empirical evidence suggest social media an option that could be used to increase the media visibility of the zoo through user-generated content and sharing of information on online platforms Using in-depth interviews, this qualitative study seeks to solicit data from 12 participants ranking staff members at the Achimota zoo to assess the viability of this option. The study on the basis of various assertions and empirical studies from related literature emphasizes that the Achimota zoo has the potential to increase its patronage capacity, if it employs the use of social media in its management strategies.