Inspiring Wildlife Conservation Behaviors through Innovations in Zoo Exhibit Design

Abstract

Recently, some zoos have begun utilizing technology to improve interpretation outcomes. Using the I-Change model, this study evaluated the efficacy of the interactive TigerTrek Exhibit (Taronga Zoo) in influencing visitors’ tiger conservation attitudes and behaviors. The I-Change model is a holistic framework for evaluating behavior change. Pre-visit (n = 514), post-visit (n = 609), six-week post (n = 106), and six-month post (n = 24) survey data were collected from visitors. Results indicated an increase in concern that all palm oil is grown unsustainably, which was counter to interpretive messaging. After six-weeks and six-months post-visit, 29% of respondents purchased a product because it contained certified sustainable palm oil. However, 50% of six-week respondents had actively avoided buying a product because it contained any palm oil. By understanding visitors’ perceptions of messaging and the types of behaviors they are willing to engage in, zoos can more effectively achieve their conservation goals.