Zoo - en oplevelse

Linnea Kron & Mikkel Vallentin

Studenteropgave: Speciale


Zoo – an experience? In this project we have chosen to focus on the experience economy. We selected the Danish attraction, “Zoologisk have” or “Zoo”, which is placed in central Copenhagen, as our case study. We wondered about why Zoo doesn’t have any student discount, and why they, as a business, seem to be very focused on one specific target group; families with small children. Based on the idea that Zoo as a business has a lot of untapped potential, compared to the target group of young people from age 15-35 years without children, we wanted to explore want kind of challenges Zoo would encounter, if it were to create new experiences for this specific target group. To understand and explain the nature of experience economy, we used Pine & Gilmore, who by many are considered the fathers of the experience economy. Furthermore we decided to use Boswijk, Thijssen and Peelen to support our theses and to further build our understanding on the subject. We tried to arrange an interview with an employee or leader at Zoo, but unfortunately Zoo declined. Therefore we must make do with an email correspondence with Zoo. We also decided to gather empirical knowledge trough a focus group which, according to Pine and Gilmore, is one of the most optimal ways of collecting and understanding empirical data, when working in the field of the experience economy.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato12 jan. 2011


  • Oplevelsesøkonomi
  • Zoo