Visitors' Perceptions of the Conservation Education Role of Zoos and Aquariums: Implications for the Provision of Learning Experiences

Many zoos and aquariums consider themselves to be conservation organizations with a mission to educate and promote visitors' adoption of environmentally sustainable behavior. This article investigates the extent to which visitors share this view and discusses the implications of the findings for the provision of on-site and post-visit conservation education. A survey of 1,546 visitors to 13 zoos and aquariums found that although visitors gave highest priority to entertainment aspects of the experience, they also considered the provision of conservation education to be an important aspect of a zoo or aquarium visit. The findings suggest that zoos and aquariums need to develop new ways of engaging visitors for whom conservation learning is not the major purpose for visiting and provide post-visit experiences that reinforce and extend on site conservation messages and action. Suggestions for accomplishing these are discussed.