Welcome to the zoo. That’ll be $47 today – ask again tomorrow.

Giant panda Bao Li chews on bamboo during his public debut at the Smithsonian’s National Zoo in Washington, U.S., January 24, 2025. Kevin Lamarque | Reuters How much will it cost to visit a museum, zoo or aquarium this summer? The answer, increasingly, is: It depends. John Linehan can rattle off almost two dozen factors that Zoo New England’s dynamic pricing contractor, Digonex, uses to recommend what to charge guests. “It’s complicated,” said Linehan, president and CEO of the operator of the two zoos in eastern Massachusetts. Before adopting dynamic pricing, the organization was changing prices seasonally and increasing entry…