Factors Influencing Zoo Visitors' Conservation Attitudes and Behavior

Abstract

The author predicted that Zoo Atlanta visitors who had interactive experience with the zoo's elephant demonstration and bio-fact program would be more likely to actively support elephant conservation than those who simply viewed the animals in their exhibit and read graphics. The survey instruments used in this research consisted of 25 closed-ended questions, petitions, and conservation-action solicitation cards. A random sample of 471 zoo visitors was selected, and 350 individuals completed the survey, signed petitions, and took solicitation cards. The overall return rate of the solicitation cards was 18.3%; the return rate was higher for visitors who had higher levels of interaction with the elephant exhibit. The return rates by experience were highest—29.7%, high—20.3%, undetermined—14.8%, low—14.3%, and lowest—11.6%. For the five categories of experience, the distribution of return rates was not random, χ²(4,N = 64) = 9.88, p < .04.

Additional information

Notes on contributors

Jeffery S. Swanagan

Jeffery S. Swanagan was the Corporate Vice President and Deputy Zoo Director of Zoo Atlanta in Atlanta, Georgia. He is currently the Executive Director and CEO of The Florida Aquarium, Tampa, Florida.