Abstract:
The study investigated the value of image research for managements of publicly-provided leisure services. The public images of three services were explored: the Wellington Central Library; the National Museum; and the Wellington Zoo. Samples comprised family groups attending the sites on weekends.
A key concern of the study was that images obtained be truly representative of the way users perceive the services. Survey instruments were tailor-made for each site; initially elicitation interviews were employed to identify variables or descriptors that were representative of the images held and these were used to construct the batteries of Stapel scales used in the main surveys.
Data thus obtained were subjected to factor analysis to identify dimensions that comprised the images. Step-wise multiple regression analysis was then used to determine both the order of importance of the image dimensions and which of the dimensions most determined or influenced the behaviour of respondents.
The Library produced a clear, positive image and this contrasted with Museum results which showed the image to be somewhat vague and less favourably rated. The Zoo image indicated that engagement in Zoo activity was superficial and mainly valued as entertainment.
The management of each site was required to anticipate the user image on the same scales and the Kruskal-Wallis test was used to compare management and user responses. Museum and Zoo managements anticipated user images accurately, but the Library management tended to be conservative in its assessment.
Demographic data collected showed that the Library clientele represented a well-educated, affluent section of the community which resided close to the site and this was well anticipated by management. Management of the other sites were less successful in their predictions, due in part to the appeal of the Museum and Zoo to a broader section of the community.
The methodology employed to obtain the measures of image proved successful and suggests that image research is a valuable adjunct to other methods of evaluating the effectiveness of services provided to meet user needs.
