| Abstract: | Although the mission of zoos and aquariums (species preservation, exhibition, education, and research) has not changed, the weights attached to their multiple goals and the means to accomplish them have. In particular, these institutions have undertaken costly programs to preserve endangered species. Through an examination of alternative revenue sources we demonstrate that institutions accredited by the American Zoo and Aquarium Association (AZA) have experienced no change in the structure of demand. Although more money could be raised through higher admission fees, these institutions have not exploited this alternative to full advantage, despite the Reagan-era tax rate reductions that resulted in fewer donations. Almost all the limited subsidies zoos and aquariums receive come from local governments; federal subsidies (through the Endangered Species Act) have been allocated to purchase critical habitat in the wild. Zoos and aquariums have turned increasingly to ancillary commercial activity such as food service and gift shops. |
