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.