Enhancing the interpretation at the National Zoological Gardens in South Africa

Abstract

This research identified which aspects of the visitor experience need to be managed to enhance interpretation in a South African zoo. A visitor survey was conducted at the National Zoological Gardens in Pretoria – the largest zoo in the country; a total of 421 questionnaires were obtained at the zoo over a long weekend. A set of distinct visitor motives, visitor experience management factors and interpretation needs for the zoo were identified. The research indicates that visitors have clear expectations regarding the interpretation offerings at the zoo, but that more needs to be done to exceed these expectations. Four interpretation factors were the dependent variable in the research and the linear regression analyses results revealed which combination of the visitor experience factors had the most significant influence on enhancing these critical factors. The contributing factors vary, depending on the type of interpretation. The challenge for the zoo and other captive wildlife establishments is to find a balance between attracting visitors (increased visitor satisfaction) while simultaneously enhancing education and conservation management through prioritizing interpretation. Management implicationsThe research indicates that visitors have clear expectations regarding the interpretation offerings at the zoo, but that more needs to be done to exceed these expectations. It appears that visitors to these establishments seek a relaxing and fun excursion while expecting their interaction to involve getting as close as possible to the wildlife. In the process, the critical function of the zoo in terms of education and conservation are less prioritized than “entertaining” visitors. The findings of this research is the first step in addressing this pertinent issue. This research can help to change the negative perceptions surrounding the management of zoos and can provide guidelines on how to manage the visitor experience sustainably by emphasizing conservation management and education through interpretation.