Examining employee beliefs about upselling memberships at Zoos Victoria

The purpose of this research was to understand the beliefs that employees at Zoos Victoria held in regards to offering memberships to visitors as a first priority. To do this, preliminary belief elicitation interviews were conducted with 34 employees located at Healesville Sanctuary, Melbourne Zoo, and the Werribee Open Range Zoo. An online survey was then created to quantitatively assess the salience of the beliefs identified from these preliminary interviews. The online survey was completed by a total of 88 employees across each the three surveyed locations.