The Public Face of Zoos: Images of Entertainment, Education and Conservation

Abstract

Abstract:The contemporary justification for zoos is based on their ability to act as sites of wildlife conservation. Alongside this is the reality that zoos have historically been defined as sites for the entertainment of the general public and continue to be dependent on the revenue raised through visitor receipts. Consequently, zoos are, today, identified as sites of conservation, research, education, and entertainment. In recognition of this the aim of this paper is to assess the image that zoos are currently portraying to the general public to see how the different roles are advertised and how they sit alongside one another. The data for the research on which this paper is based was gathered via a content and semiotic analysis of the websites of 54 zoos spread throughout the world.The results indicate that the image zoos present to the public whilst incorporating a strong conservation message lacks depth. In addition, the image zoos present via their websites has a strong emphasis on entertainment. Based on the results of this paper it is suggested that zoos need to present their conservation credentials in more detail and ensure the entertainment message does not adversely affect transmission of the conservation or education one whilst at the same time continuing to attract sufficient visitors to ensure the economic viability of zoos.In addition, it is recognized that changing public perceptions of zoos requires these institutions to act together rather than independently when determining the overarching theme of the "zoo".

Who is Visiting the Zagreb Zoo: Visitors’ Characteristics and Motivation

“…They found that zoos and aquariums can enhance visitors' knowledge and understandings of wildlife and conservation, as well as their con-nection to nature, prompting individuals to reconsider their role in environmental problems and conservation actions. That is in line with the goal of the modern naturalistic zoo exhibits to improve animal welfare standards through environmental enrichment and naturalistic features in order to reduce their behavioural and physiological problems, like stereotypic behaviours or obesity and nutrient deficiencies (Anderson et al, 2008;Carr and Cohen, 2011;Marino et al, 2010).…”

“…In this respect, the Zagreb Zoo visitors are similar to botanic gardens visitors (Ballantyne et al, 2008;Connell, 2004) and other modern-day zoo and aquarium visitors (Jordaan and du Plessis, 2011; Ryan and Saward, 2010), determining zoos as primarily places of family-oriented trips, and emphasizing enjoyment in animals, nature, and spending quality time with children, friends and family, rather than learning. Even though education is not very high on the list of motivators for visiting the Zagreb Zoo, modern zoos should be places where visitors learn about animals and should demonstrate how an individual can contribute to the survival of endangered species (Carr and Cohen, 2011;Lee, 2015). If the Zagreb Zoo is to introduce more educational activities, they need to give careful consideration to how these are planned and promoted.…”

“…Animals' welfare and information-seeking were identified as the key determinants effecting overall satisfaction. Contrary to the original image of zoos as primarily sites of entertainment, increasing interest in welfare of the zoo animals pressure zoos to maintain high standards of service and provide a variety of educational programs (Carr and Cohen, 2011;Lee, 2015).…”

“…People generally enjoy and appreciate nature and wildlife in their day-to-day lives, and museums, zoos, aquariums and other similar institutions, in addition to entertainment, now offer recreational and educational opportunities to their visitors ( Webber and Hill, 2014). They showed that zoos in general give people a chance to observe wildlife that they may otherwise never see (Carr and Cohen, 2011;Randler et al, 2007). Visitors believe zoos play an important role in conservation, animal care and education, and that they experience a stronger connection to nature as a result of their visit Carr and Cohen, 2011;Falk et al, 2007).…”

“…They showed that zoos in general give people a chance to observe wildlife that they may otherwise never see (Carr and Cohen, 2011;Randler et al, 2007). Visitors believe zoos play an important role in conservation, animal care and education, and that they experience a stronger connection to nature as a result of their visit Carr and Cohen, 2011;Falk et al, 2007). During a three year period, Falk et al (2007) studied more than 5 500 visitors in 12 zoos and aquariums using various quantitative and qualitative methods, like questionnaires, interviews and tracking studies.…”