What the Zoo Should Ask: The Visitor Perspective on Pro‐wildlife Behavior Attributes

Abstract Zoos have some choice about which pro‐wildlife behaviors to ask their visitors to do, but with this freedom comes the difficult task of choosing behaviors that are appropriate, effective, and that do not affect visitors’ experiences. This paper presents attributes of pro‐wildlife behaviors that emerged from self‐completed questionnaires administered to 114 zoo visitors. Questions sought to elicit attributes that visitors felt should be considered in the behavior selection process. The results say that behaviors should: have an on‐site option; be new, or if known, include new learning that underpins why they are needed; be easy to do; and have a clear link between the behavior and how it helps wildlife. Respondents also made comments about specific behaviors as well as how behaviors should or should not be requested. We suggest that visitors’ perspectives be incorporated into pro‐wildlife behavior selection in zoos, and we propose that these findings may be relevant beyond zoos.     

Identifying Behaviors to Target During Zoo Visits

Abstract Although many zoos and zoo associations state the capability and importance of influencing the behavior of zoo visitors, the little research conducted to date gives limited support for these statements. Addressing this deficit involves more research, but zoos also need to design communication strategies with the specific purpose of influencing visitor behavior. However, it's important, before designing a communication campaign, that zoos identify which behaviors to target. As a first step toward doing this, five nominal group technique (NGT) sessions were conducted with general staff from three zoos in Australia, as well as an executive body overseeing three zoos and members of a volunteer group for an urban zoo. Following NGT protocol, desired on‐site and off‐site visitor behaviors were identified and their importance prioritized. The most prioritized behaviors are presented here. The discussion in this paper focuses on the efficacy of the NGT sessions, the need for further capacity‐building in Australian zoos, and proposals for some areas of future research.     

Zoo Exhibit Experiences and Visitors’ Affective Reactions: A Preliminary Study

The purpose of the present study was to explore the types of personal experiences that were related to zoo visitors’ empathic and affective reactions at an animal exhibit. Various studies have suggested the importance of emotional empathy in motivating concern for the biosphere and pro‐environmental behaviors. As such, identifying visitors’ personal experiences at an animal exhibit that may lead to empathic and affective reactions has a direct bearing on learning strategies at zoos, aquariums, and other nature‐based museums. Adult day‐visitors to a United States zoo were asked to provide written open‐ended comments describing any “extra special” experiences they had at an exhibit. These reported experiences were then found to be highly related to visitors’ quantitative ratings regarding their concern, empathy, and sense of connection with nature and wildlife. Preliminary findings are discussed while taking into consideration the additional research questions that remain involving visitors’ empathic reactions to zoo animals.     

Educating Zoo Visitors about Complex Environmental Issues: Should We Do It and How?

Modern zoos are committed to environmental education and thus have a mandate to inform the public about biodiversity and conservation. Historically, zoos have avoided complex topics like biodiversity loss from overpopulation and overconsumption in their educational materials, for fear of being offensive or creating a sense of hopelessness. To measure visitor attitudes towards educating about such topics and to help determine effective presentation techniques, we assessed people's knowledge of and attitudes towards the commercial hunting and consumption of wildlife in West and Central Africa (the bushmeat crisis) and examined how the use of different types of images affected these variables. Zoo visitors were exposed to one of six series of photographs, each accompanied by the same text. Photos in three of the series contained explicit, disturbing images of dead animals. The other three series presented benign images related to the bushmeat crisis (i.e., logging, changes in hunting practices). While 83 percnt of visitors had never heard of the bushmeat trade, 98 percent felt zoos should be educating about the topic. Ninety‐seven percent felt the disturbing images were appropriate for zoo visitors except for children under the age of 12. While people spent significantly more time looking at the disturbing images, this did not lead to increases in knowledge (factual or conservation‐related) on the topic. However, visitors who saw the disturbing images were significantly more likely to report being influenced by the images. While the type of image did not affect the frequency of conservation‐related behaviors, significantly more people engaged in a conservation‐related behavior when an opportunity was provided on‐site rather than off‐site. The results demonstrate that the public believes zoos should educate about bushmeat, and that realistic images influence people's perception of an issue. However, visitors' lack of knowledge gains, even when disturbing images are used, suggests that a static display of text with photographs may not be the most effective method for educating about complex issues like bushmeat. Finally, the results show that zoos should provide on‐site opportunities for people to turn their conservation interests into action.     

Zoos in Transition: Enriching Conservation Education for a New Generation

As zoos undertake transformations to address issues of conservation education, questions arise as to the most effective means to engage all zoo visitors. This article suggests that zoos are missing opportunities to capture the attention and involvement of the full range of zoo visitors, particularly the youngest children and teenagers, who make up approximately 17 percent of zoo visitors. This article considers the needs of these two groups and provides design guidance and examples of programs to meet those needs. The Children's Zoo Design Project (CZDP) was initiated in 1992 by Zoo Atlanta and Georgia Institute of Technology and funded by the National Endowment for the Arts. The purpose of the project was to provide a central resource to which zoos contemplating design change might turn. The article is based on the research of the CZDP and also includes surveys of zoos, site visits, and the thinking and conclusions of a workshop/seminar participated in by students, zoo professionals, and others involved in zoo design and education.     

The Future of Zoos: A New Model for Cultural Institutions

Abstract Over the last 30 years, the international zoo movement has gradually adopted conservation as its mantra. World‐class zoos have invested substantially in species conservation and animal research as part of their involvement in wildlife conservation. However, zoo exhibit interpretation, policy development, and strategic planning are yet to be organized around a well‐developed agenda with a clear set of conservation objectives. As museums increasingly redefine their role in society to speak about alternative futures for living with nature, zoos have the potential to become much more focused cultural change agents, potentially crafting a new vision for how society can live in a productive relationship with the world's remaining biodiversity. This article argues for an activist approach in which institutions with living collections would take on unique conservation tasks including scientifically grounded promotion of conservation values.     

Public Support for Biodiversity After a Zoo Visit: Environmental Concern,Conservation Knowledge,and Self‐Efficacy

The biodiversity crisis is not salient to many people. A zoo visit not only provides the opportunity to learn about the issue, but also provides direct experiences with animals that may increase public engagement. The present study used a nonequivalent pretest–posttest design to assess the impact of a zoo visit on conservation knowledge and engagement by comparing 88 visitors entering a zoo in Paris and 84 visitors on their way out. Those who had completed their visit scored higher on conservation knowledge, general concern about threats to biodiversity, and perceived self‐efficacy to protect biodiversity. Notably, conservation knowledge was not highly correlated with the other dependent variables, but self‐efficacy was significantly correlated with environmental concern, behaviour, and behavioural intent. We conclude that a zoo visit does have a positive impact on knowledge and concern, and by affecting self‐efficacy, it has the potential to influence future behavior.     

Zoo veneers: Animals and ethnic crafts at the san Diego zoo

The author critically examines the juxtaposition of ethnic craft souvenirs with animals at the San Diego Zoo. The deployment of symbolic representations of animals and people at zoos are considered in the specific historical context of San Diego. While animals and people were displayed for tourists at expositions and world's fairs staged in the nineteenth and twentieth centuries, today visitors to the zoo can find representations of exotic cultures and persons in the gift shop. Although ethnic craft souvenirs do not, on first impression, seem out of place to most visitors in the context of the zoo, they present a conceptual problem: What is their relation to either the San Diego Zoo or to the animals displayed there? Both the animals and the ethnic crafts souvenirs, it is argued, contribute to an illusion that there exists a pre‐capitalist sphere untouched by Western colonialism.     

Signs Fail to Increase Zoo Visitors' Ability to See Tigers

ZOO exhibits have fairly high attractive power, but often do not engage visitors or hold their attention for long. A drawback of naturalistic zoo exhibits is the frequent inability of zoo visitors to find the animals, as increased animal visibility increases visitor stay time and engagement. Even visible animals can be difficult for visitors to find unaided. In this study, signs pointing out the animals' locations were added to a tiger exhibit at Zoo Atlanta, but they did not increase the number of visitors who found the tigers in the exhibit While the signs were accurate in pointing out the tigers' locations (due to the high predictability of the tigers' resting habits), very few visitors reported even using the signs. Interviews with visitors indicated that visitors did not read the signs, and that animal activity and children's ability to see animals may affect visitors' self‐reports of ability to find tigers.     

The Zoo Science Program: A Successful Zoo/University Partnership

In 1988, Friends University and the Sedgwick County Zoo, both located in Wichita, Kansas, began a cooperative undergraduate program in zoo science. This program combines a modified biology curriculum offered through a medium‐sized, private university, with the specialized instruction and practical experience provided by curators and keepers at a zoo. Students who complete the zoo science curriculum meet the needs of zoos seeking to fill entry‐level positions. The program has grown in size, and now has more than 50 majors. About one‐half of all zoo science students come from outside Kansas, and about one‐half enter the program as transfer students. Graduates find entry‐level positions in zoos, aquariums, nature and environmental centers, and veterinary clinics; others go on to graduate or veterinary schools.     

The Anticipated Utility of Zoos for Developing Moral Concern in Children

Abstract This study asked why parents value zoo experiences for themselves and their children. It proposes a new theory regarding the psychological value of such experiences for the development of identity. The study used a constructivist grounded theory approach to explore parenting perspectives on the value of zoo visits undertaken by eight families from three adjacent inner‐city neighborhoods in a major American city. The results suggest that parents use zoo visits as tools for promoting family values. These parents felt that experiences with live animals were necessary to encourage holistic empathy, to extend children's sense of justice to include natural systems, and to model the importance of family relationships. The author concludes that parents find zoos useful as a tool for helping their children to develop skills with altruism, to transfer environmental values, to elevate children's self‐esteem, and to inculcate social norms that they believe will aid in their children's social success in the future.     

Equity of Access to Cultural Heritage: Museum Experience as a Facilitator of Learning and Socialization in Children with Autism

This article discusses a study focused on investigating the effects of an art museum cultural experience on learning and behaviors of visitors with special needs. The participants, selected by specific inclusion and exclusion criteria, were 10 families with children diagnosed with Autism Spectrum Disorder. The author examined how the museum environment, with its opportunities for free‐choice, object‐based, and inquiry‐based learning, helped facilitate their educational and social needs. To record changes in the subjects' content knowledge and behavior, the author employed a mixed‐methods design, including the standardized Social Responsiveness Scale, parent surveys, behavioral observations, task evaluations, and parent interviews. The findings demonstrate that participation in a tailored educational museum program positively influences cognitive and social behaviors of children living with autism, thereby contributing to their overall well‐being. The paper also discusses implications for other museums nationwide working to establish quality access programs with long‐term benefits for special needs communities.     

Using a Behavior Change Model to Document the Impact of Visits to Disney's Animal Kingdom: A Study Investigating Intended Conservation Action

Abstract Over the last 10 to 15 years, zoos and aquariums have set out to influence visitors' conservation‐related knowledge, attitudes, affect, and behavior. In 2000, the Institute for Learning Innovation collaborated with Disney's Animal Kingdom (DAK) on a comprehensive baseline study conducted to assess the outcomes of a DAK experience on visitors in four areas: knowledge, attitudes, affect, and behavior. This article describes one aspect of the comprehensive study: an investigation of the long‐term (two‐to‐three‐month) impact of a visit to Conservation Station at Disney's Animal Kingdom on visitors' intended conservation action. The study used a behavior change model from the health arena: the Prochaska Model of Behavioral Change. The model proved helpful but had some drawbacks, suggesting the need to develop a more sensitive change model. The implications of this study could assist institutions in thinking about what audiences or messages to emphasize in order to influence behavior.     

Climate Change Education at Nature‐Based Museums

The status of climate change education at nature‐based museums (i.e., zoos, aquariums and nature centers) was examined, with a particular focus on centers participating in a National Network for Ocean and Climate Change Interpretation (NNOCCI) leadership training program. Study 1 revealed that, relative to nature‐based museums that did not participate in the training, NNOCCI‐participating institutions provided resources for staff to work on the topic and professional development programs and were more likely than non‐participating museums to be comfortable with and provide climate change education programming. Study 2 confirms these results via visitor reports about the exhibits they observed. Study 2 also reveals that, relative to non‐visitors and visitors to non‐participating nature‐based museums, visitors to NNOCCI‐participating nature‐based museums were more knowledgeable about and concerned about climate change and ocean acidification, hopeful about their ability to talk about the topic, and likely to engage in climate change actions than those who did not visit these centers. Importantly, results from both studies indicate that nature‐based museums, especially NNOCCI participating museums, have an institutional culture supportive of climate science education and suggests that NNOCCI interpreter training programming facilitates this culture which in turn is reflected in visitor engagement.     

The Relative Credibility of Zoo‐Affiliated Spokespeople for Delivering Conservation Messages

Abstract Zoos aspire to be leaders in environmental conservation through their work in environmental education. This study examined whether a spokesperson's job title impacts credibility when conservation messages are delivered to the public. Visitors to a zoo were presented with seven environmental messages. They then selected—from a list of zoo‐related job titles—the one they deemed most credible and the one considered least credible. Statistical analysis established that three “credible” job titles were selected significantly more often, while three were generally selected as “least credible.” The authors demonstrate that some job titles have greater credibility than others among visitors, and recommend that more attention be given to this variable if attitude and behavior change are desired outcomes. They caution that while source credibility may vary based on job title, the influence it has on persuasiveness is yet to be determined.     

Emotional Dimensions of Watching Zoo Animals: An Experience Sampling Study Building on Insights from Psychology

Abstract There is little research about how visitors to zoos and aquariums respond emotionally to the animals they experience. The research that does exist has seldom been informed by current psychological literature on affect, which examines the nature and roles of sentiments, moods, emotions, and affective traits. Emotion is multidimensional: it focuses on a person's core goals; directs attention and interest; arouses the body for action; and integrates social group and cultural factors. It is thus a central component of meaning‐making. This article provides an overview of the literature on emotion as it applies to human emotional responses to animals. Informed by this literature, this paper presents results from a research study conducted at a zoo. Subjects (279 adults) were each electronically paged once while viewing one of three zoo animals (snake, okapi, or gorilla). Subjects completed scales on 17 specific emotions, seven items measuring evaluation and arousal, and other scales and responses to the animal. Four patterns of emotions emerged, ranging from “equal opportunity” emotions to “highly selective” emotions. The variables that were most important in influencing emotions were not demographic ones, but the kind of animal, subject's emotionality, relation to the animal, and other items predicted by emotion theory. Implications for biophilia, conservation, and the study of emotional responses to animals are discussed.     

Mission,Message, and Visitors: How Exhibit Philosophy Has Evolved at the Monterey Bay Aquarium

Since the Monterey Bay Aquarium opened in 1984, its exhibit teams have been guided by an exhibit philosophy that is mission‐driven, message‐driven, and visitor‐driven. Balancing mission, message, and visitors over the years has meant that the exhibit philosophy has evolved as the aquarium learned about their visitors, changed their mission, and kept the focus on the Monterey Bay. Like many aquaria and zoos, MBA's mission has shifted from raising awareness about nature to advocating and inspiring conservation of nature. This article reviews the history of these changes from a developer's point of view and reports on how the aquarium is continuing to examine how mission, message, and visitors interrelate. The current challenge of inspiring visitors to care about the ocean and to take action on its behalf is proving to be the most difficult challenge yet.     

Power imbalance and anticipation of conflict resolution: Positive and negative attributes of perceptual recall

This study investigated the impact of power imbalance on the relationship between perceived communication behaviors and the anticipation of conflict resolution. The subjects were 120 students who responded to a survey questionnaire in which they evaluated a conflict in which they were engaged. They were divided into three groups (high power, low power, equal power) based upon their responses to the survey. Correlational analysis indicated that when the participants in the conflict were of equal power, anticipated resolution was related to perceptions of both solution‐oriented and control behavior. However, in cases of power imbalance, solution‐oriented behavior was the only significant cue identified, and it was used by both low‐and high‐power participants.     

Motivational Factors and the Visitor Experience: A Comparison of Three Sites

Museums, art galleries, botanical gardens, national parks, science centers, zoos, aquaria and historic sites are important public learning institutions. The free‐choice learning offered in these settings is closely linked to visitors' intrinsic motivation, making it important to understand the motivational factors that impact on visitors' experiences. This paper presents data from a questionnaire administered to visitors at three sites: a museum, an art gallery, and an aquarium. Similarities and differences among the sites are reported in relation to visitors' expectations, perceptions of learning opportunities, engagement in motivated learning behaviors, and perceptions of the learning experience. The importance of learning to museum visitors and the unique opportunities and challenges of the museum in relation to other educational leisure settings are discussed. The authors argue that the study of motivational factors might contribute to the development of a common theoretical foundation for interpretation in museums and other informal learning settings.     

Memorable messages as guides to self‐assessment of behavior: a replication and extension diary study

An investigation of memorable messages as guides to self‐assessment of daily behavior was conducted. Respondents were asked to keep diaries for five days. Each day participants were asked to recall one behavior that violated and one behavior that exceeded their personal expectations for themselves. After recalling the situation, participants were asked to recall the memorable messages, if any, which came to mind when self‐assessing these behaviors. This method used the self‐assessment of prior behavior as the entry point to a feedback loop. Control theory predicts that within the feedback loop behaviors are compared with internal principles that come from memorable messages. This comparison is predicted to result in either a positively or negatively valenced evaluation of the behavior if it either exceeds or violates personal standards represented as internal principles. The findings include the categories of behaviors that exceeded or violated personal expectations, the memorable messages, and the primary sources of the memorable messages that were recalled during the comparison process. In addition, comparisons were made between this research effort and a previous study that asked participants to self‐assess more extreme cases of behavior and the memorable messages associated with that process.