Fame Beyond the Screen: Moo Deng Influencing the Zoo Visitors’ Decisions
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Abstract
This study examined the influence of social media engagement with Moo Deng, a pygmy hippopotamus at Khao Kheow Open Zoo, on visitors’ motivations and their behavior during zoo visits. Employing an explanatory mixed-methods design, the research first analyzed quantitative survey data from 346 participants to identify patterns of social media use, motivations, and demographic factors associated with the intention to visit the zoo after exposure to Moo Deng-related content. Results showed that relaxation, entertainment, and emotional connection were the key drivers of engagement with Moo Deng content, with younger individuals and females demonstrating higher engagement and a greater intention to visit. The qualitative phase, based on focus group interviews, further explored how social media experiences, emotional responses, and peer influence deepened visitors’ motivations and shaped their decisions to visit the zoo. Participants described how viral content, social sharing, and positive emotions, such as joy and escapism, motivated real-world actions, while also highlighting the economic benefits and ethical considerations related to animal welfare. The findings highlight the significant impact of social media on shaping public perceptions, fostering emotional engagement, and driving tourism to wildlife attractions. The study offers practical recommendations for zoos and tourism organizations to utilize digital platforms responsibly, striking a balance between effective marketing, animal welfare, and visitor education.
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