Do Zoo Visitors Attend to Conservation Messages? A Case Study of an Elephant Exhibit

Abstract

The Trail of the Elephants (ToE) exhibit at Melbourne Zoo in Australia is an example of a new immersion-style exhibit where visitors are immersed in surroundings that represent the type of environment where the observed animal is found in nature. One of the key objectives of ToE is to provide visitors with multiple learning opportunities, particularly about conservation issues. As such, ToE was chosen as a case study to explore the relationship between delivery of conservation messages and how visitors direct their attention to these messages. Analysis revealed that exhibit stay and attention times in ToE were substantially longer than other stay and attention times reported at similar exhibits, and suggestions were made to explain the differences.

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