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The results are potentially useful for future Zoo Negara marketing communication initiatives, as well as for the management to remedy the shortfalls which have hindered Zoo Negara from operating as a self-sustaining attraction. The aim is to explore what constitutes the elements within the SEMs, pertaining to the students’ visit. Design/methodology/approach – In this study, the authors analysed a total of 37 essays written by University of Malaya students who visited the attraction on 23 November 2013. Abstract Purpose – The purpose of this paper is to explore the experiences of visitors using the strategic experiential modules (SEMs) (Schmitt, 1999a).