One way in which zoos attempt to fulfill their goal of conservation is by educating visitors about the importance of protecting wildlife. Research has only begun to examine the effectiveness of zoos in place-based learning, and there has been much debate about how such informal learning is defined and measured. Free-choice learning research has demonstrated that educational outcomes are often indirect, constructed by the visitor as much as they are influenced by the zoo's educational staff. This constructivist definition of education includes emotional dimensions and personal meaning-making that occur in the social context of visiting, as well as any structured interpretive material provided on signs and through live presentations. This paper presents an examination of how the zoo is experienced by the visitor, through surveys and through observations of how visitors watch animals and incorporate those viewings into their social experience. Results from surveys of 206 zoo visitors show that support for protecting both individual animals and species is associated with learning, with wanting to know more, and with a feeling of connection to the animal. An analysis of 1,900 overheard visitor conversations suggests that zoo animals are used to facilitate topical interaction among social groups and to explore the connections that people share with nonhuman animals. The authors propose that these perceived positive connections may be related to support for conservation initiatives, and conclude that a visit to the zoo appears to be a positive emotional experience that leaves visitors interested in learning more about animals, irrespective of their reading the exhibit labels.

There is little research about how visitors to zoos and aquariums respond emotionally to the animals they experience. The research that does exist has seldom been informed by current psychological literature on affect, which examines the nature and roles of sentiments, moods, emotions, and affective traits. Emotion is multidimensional: it focuses on a person's core goals; directs attention and interest; arouses the body for action; and integrates social group and cultural factors. It is thus a central component of meaning-making. This article provides an overview of the literature on emotion as it applies to human emotional responses to animals.Informed by this literature, this paper presents results from a research study conducted at a zoo. Subjects (279 adults) were each electronically paged once while viewing one of three zoo animals (snake, okapi, or gorilla). Subjects completed scales on 17 specific emotions, seven items measuring evaluation and arousal, and other scales and responses to the animal. Four patterns of emotions emerged, ranging from "equal opportunity" emotions to "highly selective" emotions. The variables that were most important in influencing emotions were not demographic ones, but the kind of animal, subject's emotionality, relation to the animal, and other items predicted by emotion theory. Implications for biophilia, conservation, and the study of emotional responses to animals are discussed.

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The success of zoos and aquariums as conservation centres depends on the holistic embrace of conservation, including acting as model citizen, wildlife conservationist, agent for conservation and mentor/trainer. Success also depends on truly reaching our audiences, from policy‐maker to land manager to citizen, to help them care about and care for nature. In pursuing our conservation goal, we must acknowledge our general lack of experience in effectively changing the behaviour of these different audiences, which function at both the global and local level. To start with those closest to us, the visitors to our institutions, we should appreciate that we do not have deep understanding of the effect our business has on them by providing close‐up experiences with a variety of animals. Nevertheless, by the caring ways in which we express biophilia and carry out particular conservation activities, our institutions can become transformative models, inspiring and motivating urban people around the globe to have a more harmonious and sustainable relationship with the natural world.