Andrew Moss

The relationship between viewing area size and visitor behavior in an immersive Asian elephant exhibit.

ABSTRACT Immersive exhibits are increasingly popular in zoos, being seen as benefiting both animals and visitors. Multiple, discreet viewing areas are one of the key features of immersive zoo exhibits. Small, discreet viewing areas afford the visitor a very personal and intimate experience and may promote an affiliative response between the visitor and the animals on display, thus enhancing the immersive experience. This investigation sought to determine the effect of these viewing areas on visitor behavior, particularly in exhibits where the same animals could be viewed from different-sized viewing areas. This study in the Elephants of the Asian Forest exhibit at Chester Zoo, used unobtrusive visitor tracking to investigate how visitors behave at the exhibits different-sized viewing areas. The results show that visitors are much more likely to stop, and stay for longer, at the largest viewing areas. Furthermore, there appears to be a proportional increase in visitor interest with increasing viewing area size. These findings have implications for zoo exhibit designers, particularly on the order in which viewing areas should be positioned.

Applied Research and Zoo Education: The Evolution and Evaluation of a Public Talks Program using Unobtrusive Video Recording of Visitor Behavior

ABSTRACT The provision of high-quality conservation education has become a priority for modern zoos. This can be delivered in a number of differing ways to account for differences in learning styles and prior knowledge of zoo visitors. At Chester Zoo (United Kingdom), a team of full-time and highly trained interpreters (known as presenters) deliver a diverse public talks program every day of the year. Although these talks attract a large audience, little was understood about their impact on the visitor. As a result, an extensive, unobtrusive study using video recording equipment was undertaken to assess visitor behavior. Results suggest that visitor attentiveness was much higher among those individuals who found themselves in a better viewing position (where they could see the animal and presenter). Visitors who were in poor-visibility positions showed less attention than visitors who were observed under control conditions, without an accompanying talk, indicating a high environmental component to learning potential. When interactive elements were included in a talk (such as an animal feed or enrichment activity) attentiveness was dramatically increased. More crucially, however, was that during talks where there was no interactivity or animals were inactive, attentiveness fell to below control levels, suggesting that heightened visitor expectations created by the anticipation for the talk were not being met—a serious barrier to learning. These findings offer a series of measures that can be taken to improve the educational impact of a zoo talks program whilst, at the same time, providing a better quality experience for zoo visitors.

The Risk of Delivering Disturbing Messages to Zoo Family Audiences

One of the roles of the modern zoo is to provide environmental education. Zoo visitation comprises primarily family groups seeking to spend time together. There is potential for tension between message and audience expectation as zoos seek to raise awareness of the effects of irresponsible human behavior on the environment. This may unsettle family visitors. This study explored levels of tolerance of the zoo audience to a disturbing exhibition covering broad environmental themes. Results showed that participants were prepared to reflect on the content and at times feelings were sufficiently strong for zoo visitors to challenge one anothers beliefs. The delicate positioning of zoos as environmental education providers is discussed.

Self-reported impacts of volunteering in UK zoos and aquariums

ABSTRACT Zoos and aquariums are popular visitor destinations, with around 30 million visits made to them annually throughout the UK and Ireland. The role and mission of modern zoos have evolved, with the conservation of world’s remaining biodiversity now being their major purpose. They seek to aid biodiversity through a combination of public education, in situ and ex situ conservation programmes, and applied scientific research. Directly relevant to this paper, they are also institutions that actively recruit, attract and utilise volunteers. However, the impacts of volunteering in zoos and aquariums, on the volunteers themselves, are under-researched. Here we show that, in a survey of more than 500 volunteers at 19 different zoological collections in the UK, zoo volunteers report positive impacts, specifically in relation to increases in their human and social capital. We also found that these benefits were more pronounced in younger volunteers, and with those volunteers who received more initial training. We conclude that while volunteering in UK zoos correlates with significant personal benefits to individuals, zoos could aim higher and should seek to do more to maximise the positive effects of connecting volunteers with the wildlife and nature found in zoo settings, as well as tailoring their volunteer training programmes for different age groups.