Does more interpretation lead to greater outcomes? An assessment of the impacts of multiple layers of interpretation in a zoo context

Abstract

This study investigates the relationship between level of exposure to interpretive media and the cognition, affect and behaviour of zoo visitors, i.e. what they report knowing, feeling and doing following their interpretive experience at the zoo. . Visitors were surveyed at the exit to a particular zoo experience, a recently-opened lion exhibit that uses an array of static and face-to-face interpretive media to convey messages about the difficulties faced by lions, particularly when they come into contact with humans. A validated self-report instrument consisting of 29 items was used to capture ten cognitive, affective and behavioural indicators or outcomes of the interpretation. The 288 respondents experienced between one and four different interpretive media, and the results on every one of the ten indicators reveal that visitors" reported cognitive, affective and behavioural outcomes were greater, many with statistical significance, as the number of interpretive media increased. The findings confirm and extend previous research which found the cognitive impact of interpretation was greater with multiple layers of interpretation, but also suggest the need for further research with other types of interpretive media on other visitors and in a wider range of sustainable tourism contexts.2 Does more interpretation lead to greater outcomes?

Exploring the implications of cultural diversity for environmental learning at an African aquarium

“…While some research in the USA and Australia has shown that demographics tend to be poor predictors of learning (Falk & Adelman, 2003;Falk & Storksdieck, 2005;Falk, 2006;Weiler & Smith, 2009), in a study of visitors to 30 zoos and aquariums in 19 countries, age, gender, education level were found to significantly predict respondents' knowledge of proenvironmental behaviour . In the USA, Vernon (2009) noted that visitor demographics impacted upon conservation learning outcomes, with women and older visitors being more receptive to conservation learning than other visitors.…”

“…For example, Weiler and Smith (2009) found that increasing the number of opportunities for visitors to encounter interpretive media increased their self-reported behavioural, cognitive and affective short term outcomes.…”

“…The position, content, design, number and sequence of labels can influence learning in many ways (Ballantyne & Hughes, 2006;Moscardo et al, 2007;Serrell, 2006;Weiler & Smith, 2009). …”

A Review of Environmental Interpretation Research in the West in the Past Decade

“…Betty Weiler (2009) investigates relationships between cognition, affection as well as behavior of tourists visiting zoos and the number of interpretive media they used. The results found that 288 visitors used 1 to 4 different interpretive media and with an increase in the number of interpretation media used, the impact of interpretation on visitors also increased [27]. Studies of interpretation outcomes demonstrated that interpretation impacts on visitors' knowledge gain definitely, but increasing visitors' knowledge is not the ultimate goal of interpretation.…”

“…Although interpretation fostered visitors' awareness and support of management policy, such impacts were only restricted to visitors' on-site behaviors [26]. Betty Weiler (2009) investigates relationships between cognition, affection as well as behavior of tourists visiting zoos and the number of interpretive media they used. The results found that 288 visitors used 1 to 4 different interpretive media and with an increase in the number of interpretation media used, the impact of interpretation on visitors also increased [27].…”