Measuring zoo visitor learning and understanding about orangutans: evaluation to enhance learning outcomes and to foster conservation action

Abstract

Despite the endangered status of the orangutan, very little research has sought to understand what people know about this species or the conservation challenges they face. As zoos are well placed to influence such understandings, the present study sought to explore knowledge following a visit to orangutan exhibits at three Australian zoos (N = 240). Two learning assessments were utilised, capturing (1) self-reported learning and (2) understandings in relation to the information zoos prioritise for inclusion on exhibit signage. The relationship between the latter, attitudes toward orangutans and intentions for future conservation behaviour were also explored. Higher knowledge scores were significantly (indirectly) associated with intentions for future conservation behaviour through higher attitudes (indirect effect = 0.15, std. error = .05, z = 3.12, p < .01). In turn, the zoo visited, satisfaction with orangutan activity levels, having visited orangutan natural habitat, a zoo visit in the previous 12-months, and older age were all associated with higher knowledge scores (model R2 = 20.3). The importance of enhancing visitor understandings (e.g. through improved exhibit design and signage displays, and through encouraging repeat zoo visits) for conservation action is discussed.