A Closer Examination of the Impact of Zoo Visits on Visitor Behaviour

• Published in: Journal of sustainable tourism 2008-09, Vol.16 (5), p.544-562
• Main Authors: Smith, Liam, Broad, Sue, Weiler, Betty
• Format: Article
• Language: English
• Subjects: Behavior; Ecotourism; education; Research methodology; Studies; tourist behaviour; visitors; wildlife tourism; Zoos
• ISSN: 0966-9582; 1747-7646
• DOI: 10.1080/09669580802159628

Zoos suggest that they can play a role in fostering conservation behaviour, but there is only limited research support for such claims. This article examines why there might be a difference between the stated potential for zoos to influence visitor behaviour and existing research findings. The present study utilises a research design, methods and instruments that provide more sensitive measures of conservation behaviour outcomes. In particular, a distinction is made between behaviours that were already known to visitors and new/unknown behaviours. Two behaviours communicated during a bird presentation at an Australian zoo (recycling and removing road kill from the road) were chosen to test. Results include that, 81% of the respondents recalled hearing the conservation actions during the presentation and 54% stated an intention to increase their commitment or start an action. In 38 follow-up telephone interviews six months after their visit, 26 stated that they had started or increased their commitment to an action. However, only three had started a new action and these were actions previously known to them. The results frame a discussion on actions that zoos may wish to target if they wish to communicate more successfully.