An evaluation study of zoo visitors’ perception, learning, and knowledge of nature conservation at Korkeasaari Zoo, Finland

Zoos aim to enhance zoo visitors’ knowledge of biodiversity, conservation and sustainability and responsible consumer consumption, encouraging visitors to form positive connections to wildlife. To analyse how this is achieved in Korkeasaari Zoo after changes to their conservation education, we conducted a follow-up study in 2023 by interviewing zoo visitors (in Korkeasaari Zoo). The previously published research from 2018 reported that visitors were unaware of the zoo’s conservation activities and that the zoo’s conservation education messages did not impact individuals’ everyday conservation practices. Since then, Korkeasaari Zoo has diversified and improved the zoo conservation education materials, offering better practical examples of zoo conservation work and how visitors can become involved in zoo conservation activities. Our results show that in 2023, the interviewees were better informed and more aware of the zoo conservation because Korkeasaari Zoo communication materials at zoo exhibits and the signboards had been renewed. Many interviewees deemed the zoo’s conservation role significant. In our 2023 study, perceptions of animal welfare were also included at the Zoo’s request. When we asked how visitors perceived animal welfare at the zoo, they viewed it as good and appreciated the zoo’s requests not to disturb the animals while watching them. We believe that the zoo’s sustainable conservation education with interactive learning opportunities and communication intervention may positively impact visitors’ everyday conservation practices and promote a radical political change at the societal level.