From Iconic Species to Biodiversity: The Role of Zoos in Inspiring Visitors' Affinity for a Broader Range of Wild Animals

ABSTRACT Preferences for animal species may influence public engagement in conservation efforts. However, urban residents often have limited opportunities to learn about and connect emotionally with a wide range of wildlife. Zoos can help bridge this gap, with enclosures and interpretive systems playing a key role in fostering understanding and positive attitudes towards animals. At present, little is known about how the characteristics of enclosures and interpretive systems work together to influence visitors' learning about wildlife. Over a 12‐month period, we assessed the features of enclosures and interpretive facilities at Guangzhou Zoo, China, and captured visitors' wildlife preferences before and after their visits using an open‐ended question. By examining how these features and the overall zoo experience influenced changes in preferences, we aimed to evaluate the zoo's potential for conservation education. Our results showed that zoo visits significantly impacted visitors' wildlife preferences, increasing their fondness for a broader range of species and fostering a greater affinity for relatively unpopular species or taxa. Importantly, the interaction between the number of interpretive signs and three other factors—enclosure size, enclosure type, and the interactivity of interpretive facilities—emerged as key determinants of these preference changes. This study provides valuable insights into improving the design of zoo enclosures and interpretive facilities to support conservation education.