THE DEMAND FOR ZOOS AND AQUARIUMS

We estimate a demand equation using cross-sectional data from accredited zoos and aquariums in the US supplied by the Association of Zoos and Aquariums augmented with data from federal government sources. Among the most important findings is that demand is price inelastic, particularly among the not-for-profit institutions. Also, the size of the institution matters. The institutions with the largest budgets draw the most visitors. We argue that, in spite of changes in income, population, leisure activities, and other variables that affect the quantity demanded, the structure of demand has been remarkably stable during more than three decades of significant supply-side change. Finally, using information from visitor surveys, we argue that the most common visitors are families with young children, a finding that has ramifications for these institutions' collection, education, and construction strategies.