Does Values-Based Interpretation Make a Difference? Testing Impacts on Visitors’ Environmental Learning and Reported Adoption of Environmentally Responsible Behaviors

Abstract

This experimental field study tests the impact of values-based interpretive materials on zoo/aquarium visitors’ engagement, learning and self-reported adoption of environmentally responsible behaviors after their visit. Participants were randomly assigned to a control group (who experienced a normal visit) or a treatment group (who received additional values-based interpretive materials). A total of 719 participants in North America and 455 in Australia completed two surveys – one immediately after their visit and one four weeks later. Three hypotheses were supported by the data: Providing values-based interpretive materials influences visitors’ engagement during their visit; improves visitor learning; and increases visitors’ adoption of environmentally responsible behaviors. A fourth hypothesis was partially supported: Providing values-based interpretive materials is most beneficial for those who prioritize values other than self-transcendence. It is concluded that values-based interpretation can broaden the reach of zoos beyond traditional audiences and widen their impact on visitor uptake of environmental behavior.

Keywords:

• Environmental behavior
• environmental learning
• interpretation
• values
• wildlife tourism
• zoo visitors

Disclosure statement of competing interests

The authors report there are no competing interests to declare.

Ethics approval

This project was approved by the University of Queensland Human Research Ethics Committee, approval number 2016000946. All participants provided informed consent.

Additional information

Funding

This research was funded by the Australian Government through the Australian Research Council’s Linkage Projects funding scheme (project number LP150100266), in partnership with 12 zoos and aquariums in Australia, USA and Canada. The authors wish to thank the staff of the participating zoos and aquariums for their assistance with the implementation of this project.

Notes on contributors

Roy Ballantyne

Roy Ballantyne’s research interests are in free-choice environmental learning, environmental education and interpretation, wildlife and ecotourism.

Karen Hughes

Karen Hughes has research interests in the design of interpretive signs and experiences, visitor management, sustainable tourism, tourist behavior and wildlife tourism.

Jan Packer

Jan Packer’s research focuses on understanding and improving visitor experiences at natural and cultural tourism attractions.

Julie Lee

Julie Lee’s research interests include the theory, measurement and application of personal and cultural values to consumer and tourism behaviors.