Impact of National Aquarium in Baltimore on Visitors' Conservation Attitudes,Behavior, and Knowledge

This study at the National Aquarium in Baltimore (NAIB) was conducted to assess four key aspects of the visitor experience: (1) incoming conservation knowledge, attitudes, and behavior of NAIB visitors; (2) patterns of use and interaction with exhibition components throughout the NAIB; (3) exiting conservation knowledge, attitudes, and behaviors of visitors; and (4) over time, how the NAIB experience altered or affected individuals' conservation knowledge, attitudes, and behaviors. Three hundred six visitors participated in the study, which was conducted from March through July, 1999. The study utilized four data‐collection techniques: (1) face‐to‐face interviews, (2) Personal Meaning Mapping (PMM), (3) tracking, and (4) follow‐up telephone interviews. Participants were a self‐selected population and were generally more knowledgeable about, more concerned about, and more involved in conservation‐related issues than the general public. However, they were far from conservationists. Visitors in this study clearly absorbed the fundamental conservation message at the NAIB. In fact, the NAIB visit appeared to focus visitors' conservation‐related thoughts, while also broadening their understanding of conservation. Changes in visitors' conservation knowledge, understanding, and interests by and large persisted over six to eight weeks after visiting NAIB. The NAIB experience also connected to visitors' lives in a variety of ways following their visit. However, these personal experiences rarely resulted in new conservation actions. In fact, their enthusiasm and emotional commitment to conservation (inspired during the NAIB visit) generally fell back to original levels, presumably in the absence of reinforcing experiences. The findings of this study are guiding subsequent investigations at the NAIB. More generally, the results suggest strategies to enhance current understanding of the impact free‐choice learning institutions have on their visiting public.     

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.     

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.     

Evaluating Visitor Conservation Research at the Monterey Bay Aquarium

Abstract In 1997 the Monterey Bay Aquarium refined its mission to one concise statement: The mission of the Monterey Bay Aquarium is to inspire conservation of the oceans. This has led to increased conservation content in exhibitions and more evaluation studies focused on visitors' conservation knowledge, understanding, attitudes and behavior. This article reviews conservation‐related findings from the aquarium's exhibition evaluation efforts over the last 14 years, summarizing the major themes that emerge from this body of work. Findings suggest that visitors to the Monterey Bay Aquarium are interested in and receptive to conservation content and learn new conservation information from exhibitions. Visitors' interest is most influenced by their personal involvement with conservation issues and previous visitation to the aquarium. After leaving the aquarium, there is evidence that visitors retain specific conservation information and maintain levels of concern about conservation topics for weeks, and even months, after their visit. Additionally, some visitors use the Seafood Watch pocket guide to choose sustainable seafood months after visiting the aquarium.     

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.     

Applying Visitor Preference Criteria to Choose Pro‐wildlife Behaviors to Ask of Zoo Visitors

Abstract Many zoos now emphasize that their role in conservation includes influencing the behavior of their visitors for the benefit of wild animals. However, there is limited evidence of behavioral change to support this emphasis; one reason may be that requested behaviors are not viewed favorably by zoo visitors. The purpose of the present study was to involve zoo staff in a process of identifying and prioritizing pro‐wildlife behaviors using a set of criteria that noted what zoo visitors prefer. This was achieved by replicating Smith’s (2009a) study but including visitor‐preferred attributes identified in Smith, Curtis, and van Dijk (2010) . Across several zoos in Australia, 152 staff members participated in seven Nominal Group Technique workshops. Initially over 500 behaviors were identified and prioritized, first by filtering behavior lists, then by participants voting on behaviors. When voting, participants tended to choose behaviors promoting wildlife‐friendly consumerism and donations.     

Memories of Manga: Impact and Nostalgic Recollections of Visiting a Manga Museum

This study investigated the impact of a visit to a Manga museum in Japan through nostalgic recollections. Twenty‐five adult visitors were interviewed about their childhood memories of experiencing manga from reading books as well as watching anime on television following a visit to the Osamu Tezuka Manga Museum in Takarazuka, Japan. From 76 episodic and autobiographical memories, five themes of impact emerged which speak powerfully to the significant influence and power of Osamu Tezuka's manga and anime on the visitors’ lives as children, and of the power of the museum experience to unlock distant latent memories and reconnect with their own sense of self‐identity. Moreover, the visitors’ own testimony of the impact of manga continued to manifest positively in their lives to the present day as life lessons of enjoyment, morality, and intergenerational learning.     

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.     

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.     

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.     

Observing Panda Play: Implications for Zoo Programming and Conservation Efforts

Abstract This study explores the effects of visitor observation of giant panda play on visitor concern for endangered species and satisfaction with seeing giant pandas. A total of 335 visitors to three institutions that house giant pandas participated in the study. These institutions are: the Chengdu Research Base of giant Panda Breeding, and the Chengdu Zoo, in China; and Zoo Atlanta in the U.S. After viewing the giant pandas, visitors were interviewed on whether they ever observed a panda play session, whether they observed panda play on the day of the visit, whether they wanted additional information on panda protection, and how satisfied they were with their visit to the pandas. An informational flyer was given to each interested survey participant after the interview. Visitors did not differ in their request for conservation information according to whether they had ever seen pandas play. However, visitors who observed panda play on the day of their visit expressed greater satisfaction with their visit. Implications for zoos and their conservation efforts are discussed.     

Collaborative Exhibitions and Visitor Reactions: The Case of Nitsitapiisinni: Our Way of Life

Collaborative exhibitions built by aboriginal communities and museums often seek to reposition aboriginal peoples as the authors and experts of their cultures, and to assert their active and continued presence in the contemporary world. This article explores the impact of collaborative exhibitions on museum visitors' experiences and their potential to reshape the public's perception of aboriginal peoples. Interviews conducted with visitors to Nitsitapiisinni: Our Way of Life, a permanent exhibition created by Blackfoot Elders and museum staff at the Glenbow Museum in Calgary, Alberta, Canada, demonstrate that museum visitors rarely recognized the extent of the collaboration, and thus rarely equated Nitsitapiisinni with concepts of self‐representation or self‐determination. However, other messages were successfully communicated to museum visitors, namely the impact of colonialism, the efforts to revitalize Blackfoot culture, and the importance of Blackfoot spirituality. This study provides some interesting insights about public perceptions that will help promote deeper reflection on the issues surrounding collaboratively developed exhibitions and the first‐person authorship of First Nations cultures.     

Measuring Success in the “Congo Gorilla Forest” Conservation Exhibition

Abstract Most zoo visitors are primarily motivated by the joys of watching animals, which may preclude attention to major ecological issues that are the focus of research in biodiversity, habitats, and other matters pertaining to the survival of wild animals. The Wildlife Conservation Society exhibition Congo Gorilla Forest is a popular animal‐watching experience, but it also communicates considerable educational content, stimulating visitors' interest in and awareness of ecological relationships. This article reviews the phases of an evaluation process that assisted WCS staff in making decisions about exhibition design and interpretation; it discusses measurement challenges in assessing outcomes; and it uses key findings from the evaluation process to define and explain the interpretive success of the project. Success for this conservation exhibition is described in terms of achieving three educational goals while recognizing the diversity among audiences. The exhibition's effectiveness is attributed to understanding visitors' expectations and interests, creating an array of exhibit formats to engage people, and communicating conservation messages visually and experientially.     

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.     

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.     

Artifacts,Identity and Youth: A Cultural Intervention with Pacific Islander Young People Who Offend in Western Sydney,Australia

This article provides information on the evaluation of a project between the Australian Museum and the Juvenile Justice department in New South Wales, Australia, where young people who offend of Pacific Islander heritage were introduced to an extensive range of Pacific Islander cultural materials. The key assumption of the project was that young Pacific Islander people who offend struggled with cultural identity issues, and that a meaningful connection with their heritage would improve cultural knowledge and pride—thereby reducing their involvement in crime. However, this assumption was not borne out by the study's results. Firstly, the twenty‐two Pacific Islander young offender study participants were already proud of their heritage, and comfortable in their cultural identities. Secondly, though they enjoyed their visit to the museum, most did not want to visit again, so there was no sustained engagement. Thirdly, the Museum program was not designed as part of a holistic approach with multiple strategies which addressed the complex reasons for youth offending. Despite eight out of the twenty‐two participants reoffending after the Museum visit, there was enough potential for the rehabilitative intervention that the Museum was granted funding to take its program to the community and make it more user‐centered. This, it is hoped, will set it on a path towards more sustained engagement, and the potential for a greater influence on Pacific Islander youth.     

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.     

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.