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.

摘要

最近，一些动物园已经开始利用技术来改善解释结果。使用I-Change模型，本研究评估了互动的TigerTrek展览（Taronga动物园）在影响游客的老虎保护态度和行为方面的功效。I-Change模型是评估行为变化的整体框架。参观前（n  = 514），参观后（n  = 609），发表后六周（n  = 106）和发表后六个月（n = 24）从访问者那里收集了调查数据。结果表明，人们越来越担心所有棕榈油的生长不可持续，这与解释性信息传递背道而驰。造访后六周零六个月后，有29％的受访者购买了一种产品，因为该产品含有经认证的可持续棕榈油。但是，六周受访者中有50％积极避免购买某种产品，因为该产品含有任何棕榈油。通过了解游客对信息传递的看法以及他们愿意从事的行为类型，动物园可以更有效地实现其保护目标。