Abstract

AbstractThe protection of species and conservation of biological resources is crucial. China has set forth an ambitious plan to establish the world's largest network of national parks to meet its conservation goals. One of the first five established national parks is Hainan Tropical Rainforest National Park, a pristine original jungle and the habitat of the critically endangered Hainan gibbon (Nomascus hainanus), the rarest primate on Earth. Despite existing conservation laws, policies and technologies, conservation education in China remains inadequate. To address this issue, as a part of a larger visitor experience study, we conducted an ethnographic study employing qualitative methods, such as participant observation, field notes and interviews with 106 domestic tourists and residents within Hainan Tropical Rainforest National Park. Surprisingly, only seven individuals demonstrated awareness of the presence of endemic gibbons. Our findings suggest that despite conservation programs and infrastructure improvement, awareness‐raising and education initiatives about the intrinsic conservation value of Hainan gibbons are essential for their protection and survival. These findings carry important implications for governing bodies and policymakers, emphasising the need to incorporate awareness‐raising initiatives into conservation plans.

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