Conservation Messages as Catalysts of Post-Visit Action: Insights from Zoo and Aquarium Visitors

Zoos and aquariums face an urgent challenge to convey conservation messages that motivate visitors to change their environmental behavior. This study explores the reflections of 768 visitors to one of twelve zoos and aquariums in Australia, USA, and Canada regarding the features of conservation messaging that prompted their post-visit involvement in specific environmental behaviors. Thematic analysis uncovered eight features of conservation messaging that visitors felt prompted them to adopt new behaviors or increase their engagement in existing environmental actions. The four most cited features were messages that raised awareness of environmental issues, those that prompted a desire to help, those that activated feelings of personal responsibility, and those that provided clear practical suggestions for action. There were few differences across exhibits, sites and countries, suggesting there may be relatively universal pathways by which zoos and aquariums are able to influence their visitors. A multi-faceted approach to conservation messaging is proposed.