Facilitating zoo/aquarium visitors' adoption of environmentally sustainable behaviour: Developing a values-based interpretation matrix

Abstract

Visitors to zoos and aquariums have diverse backgrounds, motivations, prior knowledge and life perspectives; however, for practical reasons, traditional interpretive methods do not allow for a nuanced approach that targets different visitor groups. Interpretation designed to appeal to the majority of visitors, who prioritize Self-Transcendence values (placing the welfare of others and of nature above self-interests), may not resonate well with those who prioritize different values. This paper explores how visitors with different value priorities respond to environmental interpretation, and identifies elements most likely to appeal to, and influence, their environmental behaviour. A total of 109 participants, selected by their value priorities, participated in 16 focus group interviews at 12 zoos and aquariums in Australia, Canada, and USA. Findings are distilled into a values-based interpretation matrix enabling the design of interpretation that connects with and builds on the motivations and value priorities important to a range of different visitors. • 109 people, selected on the basis of their value priorities, took part in 16 focus group interviews at 12 zoos/aquariums. • Each zoo/aquarium selected a target exhibit that participants critiqued in terms of its interpretive design and appeal. • Participants from the same values groups made similar comments, regardless of the zoo/aquarium, country or animal featured. • Suggestions for how zoos/aquariums could enhance the appeal and impact of environmental interpretation were collected. • A matrix to guide interpretation of environmental messages for different values groups was created.