Architects of change: How does zoo exhibit design impact the efficacy of zoo-based behaviour change campaigns?

Abstract

Zoos and aquariums are uniquely placed to promote pro-environmental messages to a broad sector of the population. Their ability to connect people with wildlife may facilitate meaningful behaviour change in support of conservation efforts. Many modern zoos have evolved their educational strategies to incorporate social science and psychology to enhance the effectiveness of their visitor conservation education programs.

However, very little has been published on the role of zoo design in contributing to the effective delivery of conservation or pro-environmental messages aimed at affecting behaviour change in zoo visitors. This novel study seeks to understand whether zoo exhibit design can impact the efficacy of these zoo-based campaigns.

Visitor surveys and observations at two Sumatran tiger exhibits in New South Wales, Australia (Taronga Zoo and Taronga Western Plains Zoo), were used to understand the impact of visiting these exhibits on visitors' perceived behavioural control, attitudes, connections and behavioural intention regarding tiger conservation. The results of this study show that these factors were positively impacted by visiting a tiger exhibit. Perceived behavioural control is the most significant contributor to intention to undertake behaviours that help protect in the wild.

There is some relationship between engagement with zoo exhibits (particularly interactive elements) and visitor perceived behavioural control, attitudes related to tiger conservation, and sense of connection to the natural world. Tiger visibility was found to be the most significant exhibit engagement factor in contributing to increasing a sense of connection to tigers. This thesis demonstrates that modern, immersive zoo exhibit design can be an effective part of the 'behaviour-change toolkit' available to modern zoos in the pursuit of meaningful pro-environmental behaviour outcomes in the zoo-going public, and makes explicit suggestions for zoos on how to maximise the success of their behaviour change campaigns. Show more