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.     

Zoo Visitors' Affective Responses to Observing Animal Behaviors

ABSTRACT

The opportunity to observe or interact with animals in a zoo is often vital in influencing visitors' positive feelings towards animals and ultimately their conservation behavior. This study explores the relationship between observed animal behavior and zoo visitors' responses. A self-administered questionnaire was completed by 717 visitors across four exhibits (giraffe, lion, cheetah, and red panda) at three zoos (Brookfield Zoo, San Diego Zoo Safari Park, and Central Park Zoo). The questionnaire measured observed animal behaviors and visitors' predispositions, affective responses, and meaning-making at animal exhibits. Multivariate path analyses indicated that up-close encounters with zoo animals, along with observable active animal behaviors, predicted visitors' reported positive affective responses which, in turn, predicted their meaning-making. These findings lend support to the role of positive affect as a mediator between observable animal behaviors and visitor meaning-making. Implications are discussed in relation to achieving both conservation education and animal welfare outcomes.     

A Child's-Eye View: An Examination of Point-of-View Camera Use in Four Informal Education Settings

A point-of-view (POV) camera is a video recording device attached to the person of a research participant. The cameras collect observational data from the individual wearing them and those in close proximity. The cameras can be used to collect data that provide researchers with an immersive view of visitor experience by documenting visits from the perspective of the individual. The purpose of this article is to outline the benefits and weaknesses of using POV cameras for answering broad visitor studies research questions, compare their use to other common methods for visitor studies research, and examine their use within four informal educational settings—a zoo, a museum exhibit, a bus tour, and an afterschool program. In particular, the POV cameras are useful for capturing data beyond a single exhibit, recording the dialogue and gestures of individual visitors, and documenting interactions among group members. POV cameras may be especially useful for answering questions about hands-on activities such as building or tinkering. Limitations that should be considered when attempting to use POV cameras include participants tampering with the recording, the inability to see facial expressions, and the limited angle of captured video. Care should also be taken to minimize the discomfort of visitors in studies utilizing POV cameras.     

The Impact of Environmental,Social, and Animal Factors on Visitor Stay Times at Big Cat Exhibits

ABSTRACT

An accurate understanding of visitor interest is critical to the education and conservation missions of zoos. However, studies that consider multiple influences are rare, and measures such as stay time that have been used to measure visitor interest vary widely, making broader inferences challenging. The authors sought to (a) compare the relative influences of social interactions, animal behavior, environmental factors, and animal species on visitor stay time and (b) evaluate how conclusions vary depending on the metric of stay time used. They conducted 701 direct observations of zoo visitors at a big cat exhibit. The data suggest that animal visibility was a critical factor driving stay time. Animal species played a minor role. The relative importance of the number of other visitors present and animal activity level differed depending on the stay time metric used. Nine other factors examined were relatively unimportant in predicting stay time. These results have important implications for exhibit design, crowd flow management, animal husbandry, collection management, and educational programs in zoos.     

The Value of Zoo Experiences for Connecting People with Nature

ABSTRACT

Zoos aspire to bring people closer to nature through visitor education and by creating environments that immerse visitors into naturalistic surroundings. Yet to date, the psychological and behavioral consequences of these attempts have not been well-documented through empirical study. The present study was designed to determine if visiting a zoo had a measurable impact on visitors' relationships with nature and to test whether this effect was moderated by the zoo setting and/or type of zoo experience. Data were collected from three different types of zoos in New York City. A total of 242 zoo visitors participated in this study by completing a set of scales measuring explicit and implicit self-nature associations. Findings suggest that zoo experiences do promote an increased implicit connectedness with nature, but no changes were found for self-reported explicit connectedness with nature. The authors found no evidence that this effect was moderated by a specific design strategy or scale of institution.     

Creation and Validation of an Observational Tool to Assess Children's Domain-General Skills at Museum Exhibits

Abstract

Understanding visitor experiences is an important focus for visitor research in attractions such as museums, zoos, and heritage sites because the visitor experience is the core product of the interaction between the visitor and the activities, events, and environments they encounter. This article describes the development of an instrument designed to capture multiple facets of the visitor experience using a simple and unobtrusive adjective checklist. The checklist has been tested and used at a range of attractions, including museums, art galleries, science centers, zoos, and aquariums. The instrument allows visitors’ responses to the experiential offerings of each site to be captured and graphically displayed, as well as providing individual measures on 15 dimensions. The instrument can be used to support further research and theory development as well as exhibit design and evaluation. Examples of such applications are discussed.     

Experiencing Body Worlds: Voyeurism, Education, or Enlightenment?

Until the advent of plastinated cadavers, few outside the medical professions have had firsthand experience with human corpses. Such opportunities are now available at the Body Worlds exhibits of Gunther von Hagens. After an overview of these exhibits, we explore visitor responses as revealed in comment books available upon exiting the exhibit. Cultural, philosophical, and religious issues raised in the comments serve as a microcosm of society at large. The conclusion considers the challenge of such exhibits in introducing the public to science education, notes the image of the body as machine-so prevalent in the West-reflected in visitor comments, and finds hope that the exhibits promote, for many visitors, a sense of community among all humankind.     

Exploring the Factors That Influence Zoo Visitors’ Perceptions of the Well-Being of Gorillas: Implications for Zoo Exhibit Interpretation

Modern zoos face increasing pressures to maintain and demonstrate both the physical and psychological well-being of animals in their care. However, the informal judgments that zoo visitors make about animal well-being may be based on criteria that are inappropriate or misleading. In this research, two self-administered questionnaires were used to explore the indicators that zoo visitors use, consciously or unconsciously, to judge the well-being of gorillas in a naturalistic zoo exhibit. One questionnaire was completed by 105 adult visitors as they exited a gorilla exhibit; another questionnaire was completed by a separate sample of 166 adult visitors while they were observing the gorillas in the exhibit. The results demonstrate that visitors are willing to make judgments of animal welfare, are able to articulate the reasons underlying their judgments, use different indicators when judging health and happiness, and are influenced by environmental aspects of the exhibit. Visitors’ assessments of animal well-being were positively related to their emotional connections with the gorillas and their satisfaction with the visit. Suggestions are provided regarding interpretive information that zoos might provide to better inform visitors’ perceptions of animal well-being.     

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.     

Talking to Visitors about Conservation: Exploring Message Communication through Docent–Visitor Interactions at Zoos

ABSTRACT

Education personnel, both paid staff and volunteers, are often used at zoos and other museums as a channel to disseminate educational messages. This exploratory study examined the use of zoo docents to communicate key conservation messages from the zoo to visitors. The study was conducted in 2 phases using an emergent design with mixed methods. The findings suggest that visitors perceive docents to be an important source for conservation messages even though observed message communication through docent–visitor interactions was very limited. Docents view themselves as “facilitators for learning”, but their limited awareness of the institution's messages inhibits their ability to communicate these messages to visitors. Other factors that influence incidence of message communication are duration of the interaction, nature of the exhibit/region, and group composition. In this study, signage was found to be an effective channel for building cognitive awareness of messages among visitors.     

The Influence of Background Music on the Visitor Museum Experience: A Case Study of the Laiho Memorial Museum,Taiwan

ABSTRACT

The uses and functions of music within the museum environment are of both practical and theoretical interest. This article investigates the impact of background music on the museum visitor experience using information collected from 20 in-depth interviews with visitors to the Laiho Memorial Museum in Taiwan. Each participant heard either a piece of light music or a historical recording of a 1930s song while visiting Laiho's personal study exhibited in the museum. These two types of background music have comparable information loads, although they fit the exhibit to different degrees. Qualitative analysis of interview data indicates that background music played in museums has both emotional and cognitive influences on the visitor experience. This study showed that light music evoked warm and relaxed feelings in participants, whereas a 1930s song evoked feelings of nostalgia and curiosity to learn more about the song. The results are discussed in terms of the diverse needs, behaviors, and attitudes of museum visitors.     

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.     

A Review of “Museum Origins: Readings in Early Museum History & Philosophy”

ABSTRACT

This article reports an investigation into the use of 12 Do-It-Yourself (DIY) Interactive Science Exhibits, borrowed by two community venues—a regional Hall of Fame and a metropolitan Library—as part of a science center's outreach program. Data were generated through interviews with venue staff, interviews with adults and surveys of children who visited the exhibits, and observations of visitor behavior around the exhibits. All children and most adults enjoyed using the exhibits, and adults thought the exhibits would raise people's (particularly children's) awareness of science and teach scientific ideas. Venue staff were pleased with the outcomes of the exhibit loan; however, the potential educational effectiveness of the exhibits was limited by issues relating to location and the visitors’ agendas. There were problems in attracting people to the exhibits and encouraging visitors, particularly adults, to engage with them. Suggestions are made to increase the effectiveness of using interactive exhibits in community settings.     

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.     

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.     

Testing the Impact of a Computer Guide on Visitor Learning Behaviors at an Interactive Exhibit

ABSTRACT

There is a recognized need to rigorously examine the efficacy of approaches to supporting informal learning. In this study, we used a 2 × 2 factorial experimental design to test the impact of a computer guide on 3 proximal measures of visitor learning at an interactive math exhibit. In total, 128 families were systematically assigned to engage with the exhibit either with or without access to a supplementary computer kiosk. Visitor groups with access to the computer spent longer, on average, at the exhibit and engaged in more mathematical behaviors compared to other groups. However, based on interviews, visitors with access to the computer were less likely to fully articulate the mathematical relations in the exhibit. These results suggest that although computer guides are a promising approach to supporting visitor engagement, they may, unless carefully designed, undermine other learning outcomes.     

Using Visitor Observation to Evaluate Exhibits at the Rotterdam Zoo Aquarium

ABSTRACT

This article reports a visitor observation study that was conducted at the aquarium of Rotterdam Zoo, called the Oceanium. Observations were performed in six different aquarium exhibits within the Oceanium and visitors' stopping and watching behaviors were recorded. Results showed that in five out of six exhibits, visitors were more likely to stop and watch during the morning than in the afternoon. This study provided evidence regarding visitors' use of different exhibits, which will be valuable in improving both the recreational and educational value of the experiences offered at the Oceanium.     

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.     

Sympathy for the Devil? Uncovering Inhibitors and Enablers of Emotional Engagement Between Zoo Visitors and the Tasmanian Devil,Sarcophilus harrisi

This article explores enablers and inhibitors of emotional engagement between visitors and Tasmanian devils at Healesville Sanctuary, Australia. A qualitative research approach was utilized including 44 interviews (ten with staff and 34 with visitors) and eight hours of observations of 622 visitors. Findings are presented in relation to six themes: (a) visitors’ motivations for viewing Tasmanian devils, (b) visitors’ emotional responses to Tasmanian devils, (c) role of previsit expectations, (d) species’ attributes inhibiting emotional engagement, (e) species' attributes enabling emotional engagement, and (f) elements of exhibit design and interpretation influencing emotional engagement. Results show clear views of active animals, first-person interpretation, and an understanding of conservation threats were enablers of forming an emotional connection. Inability to view animals and general misconceptions of devils were inhibitors of forming an emotional connection. Implications for exhibit management, interpretation, and conservation are discussed.     

A Review of “Telling Children About the Past: An Interdisciplinary Perspective”

ABSTRACT

World Heritage listing aims to provide protection for the planet's most precious natural and cultural sites. Listing can also increase awareness and visitation, particularly as presentation is a tenet of the World Heritage Convention. Visitor management, based on empirical research, is therefore required to ensure an appropriate balance between these, often conflicting, obligations of protection and presentation. Many World Heritage visitor studies have considered iconic, accessible, international tourism destinations that are facing issues of visitor congestion and threatened heritage values. To provide a balanced understanding of World Heritage tourism, further research is required, particularly focusing on various site types and different World Heritage visitors. To support this agenda, this research identified a lesser-known World Heritage Area with low visitation levels, developed a self-administered visitor questionnaire appropriate for the site, and studied the visitor characteristics, motivations, and experiences. Findings regarding visitors to the remote Riversleigh World Heritage Site in Australia indicate that these visitors differ from visitors to iconic World Heritage Areas, although motivational aspects are similar. The outcomes of the research have informed the visitor interpretive plan developed by the state government responsible for delivering on the Convention requirements for the Riversleigh World Heritage Site, and provide a visitor questionnaire that can be used, or further developed, for other sites.