New domains in the analysis of the behavior of moving objects, particularly within human social settings, are generating research interest due to significant advances in the accuracy and production cost of global positioning system (GPS) devices. However, although potential applications have been described in multiple research areas, practical and viable business implementations of GPS technology remain challenging. This paper combines the potential of GPS capabilities with the analytical power of OLAP and data visualization to examine data on the movements of visitors in a zoological garden. Based on this example, the benefits and limitations of the application of GPS technology to the analysis of human spatial behavior are discussed.