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I generally wait on putting in rides (although I leave space for them) until guests start saying they have spent too much time walking and I have at least several hundred $K banked. I generally build transport rides either for safari purposes or to get people out to the far parts of the park--and sometimes both. And then I'll put some guest facilities near the stations, or at least something interesting for them to go to (habitat or exhibits), but this last is more my sense of what's right than what the game requires.
But if I notice that the queue is getting long enough to overflow, that's when one should increase the price some so that not quite as many people want to use it.
When I create a zoo I already have transport rides planed so they go in fairly early. In the beginning I set the price low and try to keep the profit as close to positive that I can. Once the zoo has grown and and more habitats are added near the ride I will begin raising prices to get the guests to stop saying the ride is cheap. That is set independently for each station. As the zoo continues to grow I will check back and reset the prices accordingly. There will eventually be a point where it becomes better to set all the stations to the same price.
At least that's my strategy when I want a profitable ride. Sometimes it isn't about profit and I just let it be whatever.