Visitors' Perceptions of the Conservation Education Role of Zoos and Aquariums: Implications for the Provision of Learning Experiences

ABSTRACT

Many zoos and aquariums consider themselves to be conservation organizations with a mission to educate and promote visitors' adoption of environmentally sustainable behavior. This article investigates the extent to which visitors share this view and discusses the implications of the findings for the provision of on-site and post-visit conservation education. A survey of 1,546 visitors to 13 zoos and aquariums found that although visitors gave highest priority to entertainment aspects of the experience, they also considered the provision of conservation education to be an important aspect of a zoo or aquarium visit. The findings suggest that zoos and aquariums need to develop new ways of engaging visitors for whom conservation learning is not the major purpose for visiting and provide post-visit experiences that reinforce and extend on-site conservation messages and action. Suggestions for accomplishing these are discussed.     

Towards a Marine Mindset: Visiting an Aquarium Can Improve Attitudes and Intentions Regarding Marine Sustainability

ABSTRACT

The oceans are crucial for human survival, yet they are under serious threat from humans, for example through overfishing and poor waste management. We investigated two questions. First, does a leisure visit to an aquarium improve visitor attitudes and intentions towards marine sustainability, specifically regarding overfishing and pollution? Second, does an information booklet handed out in addition to the visit have additional measurable impact? Aquarium visitors (n = 104) completed a questionnaire on marine sustainability attitudes and behavioral intentions before and after their visit. Half of the visitors also were given informational materials that offered behavioral solutions to the problem of overfishing. The aquarium visit significantly improved visitors’ overall attitudes and intentions. The information booklet additionally improved intentions significantly, but not attitudes. These findings show that a visit to an aquarium can help individuals develop what we term a marine mindset, a state of readiness to address marine sustainability issues. Implications, limitations, and ideas for further research are discussed.     

Introducing Walk-Alongs in Visitor Studies: A Mobile Method Approach to Studying User Experience

Abstract

This article introduces the walk-along method as a potential approach to study visitor interactions and experiences in situ. Prompted by the methodological challenges involved in gaining insight into the individual, subjective visitor experience, this article explores the potentials and pros and cons of the mobile, walk-along method. The mobile walk-along method is an open-ended qualitative approach to capturing visitors’ immediate experiences, interpretations, and emotions in the instant of experiencing. This article points to the method’s relevance in visitor studies by drawing on empirical and methodological insights from a visitor study at a science center exhibition about movement and health at the Experimentarium near Copenhagen, Denmark. Based on 34 group walk-alongs (108 visitors), the findings show that the walk-along method can provide an understanding of visitor experience related to visitors’ spatial practice, personal biographies and the social architecture between visitors.     

Examining the Effect of Visitor Motivation on Observed Visit Strategies Using Mobile Computer Technologies

ABSTRACT

This article examines the interaction between visitor motivation and in-museum visitor behavior. The authors postulate that, in order to understand this aspect of the dynamics of museum visiting, we need to view the motivations to visit the museum as lists compiled by individual visitors but also as part of wider lists of reasons for visiting that exist in society—which they refer to as cultural itineraries. Self-report methods have been used to capture patterns of motivation that emerge across the data, which in this case were used to examine their relation to visit strategies as manifested by visitor pathways through the London Zoo. Visitor pathways were captured through the novel use of mobile location-sensing technology which offers distinct opportunities in this context that have been unexplored in audience research. The combination of standard research methodology and automated location tracking used in this study allowed us to indentify two distinct visit strategies that directly relate to social groupings with different motivations: (a) groups with an education/participation motivation, who visit exhibits only, and (b) groups with a social event motivation, who spend a considerable amount of time on nonexhibit related activities and socializing with other family members and friends.     

The Use of Audio Guides to Collect Individualized Timing and Tracking Data in a Science Center Exhibition

ABSTRACT

Timing and tracking is a common method used to collect data about visitor behavior in exhibitions. Typically, it involves the unobtrusive observation of visitors. The purpose of this article is to present an alternative method for automated timing and tracking using an audio guide system. In the first part of the article, existing timing and tracking methods are reviewed to reveal their advantages and limitations. Against this background, the requirements of an alternative method for tracking large numbers of visitors in an interactive science center are discussed. Audio guides, which are commonly used in museum exhibitions, are used to track the movement of single visitors. In the second part of the article, the use of this method is illustrated in the context of a study on the orientation and choice behavior of visitor groups in an exhibition on biotechnology, molecular biology, and genetics. In conclusion, the benefits and limitations of our approach are discussed.     

Museum Atmospherics: The Role of the Exhibition Environment in the Visitor Experience

ABSTRACT

This review presents atmospherics as a potential model for studying the interplay between visitors and the exhibition environment in informal learning settings such as museums. Atmospherics posits that the environment influences affective, cognitive, and behavioral responses, and that these responses can be shaped by design cues in the environment (Kotler, 1974). Atmospherics and the related model of the servicescape have informed research in a variety of retail, leisure, and entertainment settings (Chang & Horng, 2010; Turley & Milliman, 2000). Applying the atmospherics model to the museum environment has considerable potential for extending our understanding of the role that the exhibition environment plays in the museum visitor experience, and informing the design of informal learning settings.     

Tourist Assessment of Archaeological Sites: The Case of The Archaeological Complex of Itálica (Seville,Spain)

ABSTRACT

Few studies have examined visitors’ assessments of their stay at archaeological complexes. This study analyzed this issue, focusing on Itálica (Seville, Spain). The results show that three factors are important in assessing a visit: quality of service, perceived sacrifice and satisfaction. With regard to these three factors, significant differences were found depending on whether the visitor had previously been to Itálica and where he or she came from. From these results, the authors have identified possible ways of improving the services provided, and, consequently, visitor satisfaction.     

Non-Compliance with On-Site Data Collection in Outdoor Recreation Monitoring

ABSTRACT

A wide range of methods exists for on-site visitor monitoring in parks and recreation areas. Self-registration methods have proven to be popular because of their low cost and relative ease of administration, but little is known about the extent to which the data collected from self-registration boxes are representative of the population of visitors, and the degree that bias exists as a result of non-compliance. This article examines these concerns based on research at Fulufjället National Park in Sweden. On-site registration card and follow-up mail survey data from a sample of visitors who did not voluntarily register were compared with the same kind of data for visitors who did register voluntarily. In total, 10 registration card items and 284 mail survey items were tested for variations between compliant and non-compliant visitors. Of these, one third of the card items, 12% and 3% of the survey items for Swedish and German visitors, respectively, yielded statistically significant differences. Implications for management and suggestions for further research are discussed.     

Visitor Usage of Digital and Physical Artifacts in Two Museum Programs

ABSTRACT

This article reports on a study designed to explore how digital and physical reproductions of original artifacts could be incorporated into museum programs that teach visitors about mechanical motion. Museum visitors were introduced to 3 different types of models through 2 different programs: an engineering design challenge and an exhibit interpretation exploring mechanical motion in every-day objects. Research, based on visitor observation and interviews (n = 79), explored how user interaction with the digital and physical models compared with interactions with the original artifacts, assessed what effect the integration of digital and physical models had on learning, and examined what the learning experience looked like for learners using the mechanisms in the museum activities. Analysis of the learning conversations in additional in-depth case studies (n = 8) for both programs provides a detailed look at how visitors integrated the 3 different model types into their group's experience. Results showed that visitors' usage of, attitudes toward, and learning from the three different types of mechanical models varied based on the visitor or educators' perceived value of the particular model, which was impacted by the context in which the objects were presented.     

Applied Research and Zoo Education: The Evolution and Evaluation of a Public Talks Program using Unobtrusive Video Recording of Visitor Behavior

ABSTRACT

The provision of high-quality conservation education has become a priority for modern zoos. This can be delivered in a number of differing ways to account for differences in learning styles and prior knowledge of zoo visitors. At Chester Zoo (United Kingdom), a team of full-time and highly trained interpreters (known as presenters) deliver a diverse public talks program every day of the year. Although these talks attract a large audience, little was understood about their impact on the visitor. As a result, an extensive, unobtrusive study using video recording equipment was undertaken to assess visitor behavior. Results suggest that visitor attentiveness was much higher among those individuals who found themselves in a better viewing position (where they could see the animal and presenter). Visitors who were in poor-visibility positions showed less attention than visitors who were observed under control conditions, without an accompanying talk, indicating a high environmental component to learning potential. When interactive elements were included in a talk (such as an animal feed or enrichment activity) attentiveness was dramatically increased. More crucially, however, was that during talks where there was no interactivity or animals were inactive, attentiveness fell to below control levels, suggesting that heightened visitor expectations created by the anticipation for the talk were not being met—a serious barrier to learning. These findings offer a series of measures that can be taken to improve the educational impact of a zoo talks program whilst, at the same time, providing a better quality experience for zoo visitors.     

Visitor Self-Report Behavior Mapping as a Tool for Recording Exhibition Circulation

ABSTRACT

The evaluation of visitor flow within a museum or exhibition has been a topic of interest for decades with several research approaches taken over the years. Direct observation or visitor tracking during museum occupancy is the most popular technique, but it generally requires substantial amounts of time and financial resources. An alternative approach to direct observation—visitor self-mapping—is presented using data obtained from 2 short-term, small-budget evaluations of a world-class collection museum. Results show that self-mapping provides usable data with more than 90% of maps having tracking data for the entire museum. Maps varied in the amount of detail, but more than 60% of visitors provided details beyond what was required. In Study 1, movement patterns, sweep rate indices, and timing data suggest that the mapping data accurately reflected the visitor experience. Study 2 directly paired the self-mapping method used in Study 1 with unobtrusive behavioral observations to address the reliability and validity of the new approach. A discussion compares the relative costs and benefits of the new approach with more conventional direct observation techniques and provides directions for future research.     

Designing Post-Visit Action Resources for Families Visiting Wildlife Tourism Sites

ABSTRACT

Interpretation at zoos, aquariums, and other wildlife tourism sites is generally designed to raise visitors’ awareness and appreciation of natural resources and alert them to the impact of human activities on wildlife populations. However, there has been little investigation of what prompts visitors to adopt conservation actions, and whether reinforcing on-site messages with post-visit support can assist in this process. The aim of the present research was to firstly, design family learning materials to support and extend the learning that occurs as a result of viewing wildlife; and secondly, to ask families visiting a turtle rookery in Queensland, Australia to use the resources and report on their effectiveness. One hundred Australian families were sampled at the site; 3 months later 45 families returned questionnaires relating to the impact of the support materials on their long-term conservation knowledge, attitudes, and behavior. Components that were rated as particularly effective are presented and the importance of providing post-visit updates that connect visitors directly back to their viewing experience is discussed.     

Visitor Perceptions of Cultural Resource Management at Three National Park Service Sites

ABSTRACT

The goals for interpretive programs in many parks and protected areas include conveying resource management topics in addition to the seminal goal of connecting visitors to natural and cultural heritage. Although desirable from an agency standpoint, the integration of management topics is likely to be heterogeneous and their detection within programs difficult. The challenge is to differentiate goals and gather visitor perspectives. This study assessed the effectiveness of heritage interpretation in conveying cultural resource management (CRM) topics embedded in public tours. A qualitative multiple case study examined cultural topics and, specifically, staff and visitor notions of the phrase cultural resource management at 3 National Park Service sites interpreting indigenous people. The study found that the topic of preservation was frequently cited by visitors to describe CRM. Furthermore, the topic of consultation suggests that programs offered visitors an opportunity to learn about agency efforts to incorporate indigenous views into sites’ resource management goals.     

New Ways of Making Babies: The Case of Egg Donation (Book)

This research was undertaken to explore audience members learning ethics from two national museum exhibitions: The Return of Sherlock Holmes (RSH) and Human Body Exploration (HBE) in Taiwan. Based on literature review of ethics for museums, there are four dimensions related to exhibition ethics: environment, marketing, education, and services. Therefore, the purpose of this research was to examine the relationships within the dimensions of environment, marketing, education, and services of exhibition ethics and to understand the differences in exhibition ethics between RSH and HBE. The total number of valid questionnaires was 191 for RSH and 152 for HBE. The research method analysis of variance was applied to examine whether there were significant differences between individual's basic data and four different dimensions of exhibition ethics in museums.

As survey data revealed, exhibition ethics had significant relationships with four dimensions (serviceability, education, environment, and marketing) and significant differences to the demographic variable, such as age. We suggest that exhibition agents should emphasize exhibition contents more than relative commodities, thereby possibly attracting audiences to visit the museum exhibitions. In addition, the exhibitions that were related to sensible issues should be divided into different levels regulated in terms of audience age and the degree to which parents, teachers, or narrators at the museum could negatively influence a younger visitor's perception of an exhibition and thereby museums. Finally, during busy periods, the museums should control visitor numbers to maintain visiting quality. Therefore, the museums should be able to create added value to attract more audience members to visit the exhibition.     

A Review of: “Creating Great Visitor Experiences: A Guide for Museums,Parks, Zoos,Gardens, & Libraries”

ABSTRACT

Protected area managers are often interested in visitor satisfaction, a complex, multi-dimensional concept. This study of visitors to Kakadu National Park in Australia compares 2 approaches to predicting overall satisfaction and the intention to recommend the park. The first approach involves analyzing importance-performance measures on a range of visitor service quality items. The second approach involves measuring the desire and attainment of perceived benefits associated with a recreation experience. Results show that benefits attained by visitors are stronger predictors of an overall positive response to a park visit than visitor service quality ratings. Two types of benefits emerge from factor analysis—benefits derived from nature and benefits derived from relaxation—and these factors show varying degrees of correlation with overall response to the park depending on proximity of the respondents’ home to the park. The results suggest greater attention should be paid to the benefits people desire from their visits and increases our understanding of what benefits are dependent on the environment (biophysical, social, and managerial), the activity visitors participate in, or a combination of both. Such information can help park staff to create experiences likely to facilitate attainment of benefits that are important to visitors.     

Comparing Chinese and Western Visitors’ Responses to Interpretive Signs at Chengdu Research Base of Giant Panda Breeding,China

ABSTRACT

Visitor experiences and interpretation at wildlife tourism sites are often designed to encourage visitors to adopt conservation actions. Typically, conservation messages are delivered via one-size-fits-all interpretive signage, with little consideration given to whether the same information attracts and engages different cultural groups. This study explores Chinese and international visitors’ perceptions of signage at the Chengdu Research Base of Giant Panda Breeding in China. Four sign prototypes were designed and a combination of visitor observations, interviews, and exit surveys were used to test their attracting and holding power. Comparisons of Chinese and Western visitors revealed no significant difference in the proportion who stopped to read signs. Preferences for signage elements were also similar across the two cultural groups; however, there were differences in terms of what visitors thought should be included in wildlife interpretation. Implications for the design and delivery of interpretation in Chinese wildlife tourism settings are discussed.     

Introduction to “A Natural History Museum in Transition: Reflections on Visitor Studies in Practice”: A History Lesson

ABSTRACT

This article assesses the use of audience segmentation in visitor studies by analyzing its application in the identity model of visitors proposed by J. Falk (2009) and J. Falk et al. (2007). As a leading example of visitor segmentation, the authors examine this model's application in a specific case at U.S. zoos to elaborate some of its limitations. Conventional short-term, episodic approaches to visitor research should be challenged and supplemented by a more contextually sensitive framework. The authors contend that segmentation approaches, and in particular Falk's theorization and operationalization of an identity model of visitors, are problematic. They argue for a contextual turn that places visitors’ experiences within a holistic and long-term framework of individual life circumstances, relationships, and trajectories. Research and theory from education, sociology, and cultural studies extends existing visitor research approaches by acknowledging complexity, change over time, and the interwoven and developmental nature of sociocultural variables influencing visitors’ appropriation of new ideas and experiences.     

Visitor Motivations Across Three Informal Education Institutions: An Application of the Identity-Related Visitor Motivation Model

ABSTRACT

Recent studies suggest that visitors’ situated museum identities may be examined through the motivations expressed during visits to zoos, aquariums, botanical gardens, and other museums. This article examines a tool published by the Association of Zoos and Aquariums (AZA) and J. Falk, Heimlich, and Bronnenkant (2008) for documenting visitors’ motivations at zoos, aquariums, and other informal education settings and compares motivations for visiting across three informal education sites. Surveys were administered to 370 adult visitors to an aquarium, science center, and boat-based eco-tour operator. Findings revealed both different motivations of visitors to these informal education institutions and seasonal changes to those motivations. Moreover, the motivations tool, which was created specifically to document visitor motivations in zoos and aquariums, was able to successfully document visitor motivations in such places as a science center and boat excursion company. It is not clear, however, that it sheds direct light on visitor identity. Modifications to the instrument and underlying taxonomy are suggested and theoretical issues are discussed and used to suggest further areas of research. Findings from the empirical work contribute to discussions of how informal education institutions may use visitor motivations data along with a theory of identity to better understand current audiences and reach new audiences.     

The Relationship between Viewing Area Size and Visitor Behavior in an Immersive Asian Elephant Exhibit

ABSTRACT

Immersive exhibits are increasingly popular in zoos, being seen as benefiting both animals and visitors. Multiple, discreet viewing areas are one of the key features of immersive zoo exhibits. Small, discreet viewing areas afford the visitor a very personal and intimate experience and may promote an affiliative response between the visitor and the animals on display, thus enhancing the immersive experience. This investigation sought to determine the effect of these viewing areas on visitor behavior, particularly in exhibits where the same animals could be viewed from different-sized viewing areas. This study in the Elephants of the Asian Forest exhibit at Chester Zoo, used unobtrusive visitor tracking to investigate how visitors behave at the exhibit's different-sized viewing areas. The results show that visitors are much more likely to stop, and stay for longer, at the largest viewing areas. Furthermore, there appears to be a proportional increase in visitor interest with increasing viewing area size. These findings have implications for zoo exhibit designers, particularly on the order in which viewing areas should be positioned.