Zoo Visitor Perceptions, Attitudes, and Conservation Intent After Viewing African Elephants at the San Diego Zoo Safari Park

Elephants in the wild face several conservation issues. With the rebranding of zoos as conservation and education pioneers, they have the ability to both educate and inspire guests to action. The purpose of this research was to analyze visitor perceptions and attitudes toward elephant conservation and outcomes post-exhibit visit. A one-page survey was randomly administered to assess perceptions of elephant behavior, attitudes about elephant conservation, and intended conservation-related outcomes from September 2013 to January 2014. Principle component analysis identified three major components: concern for elephants in zoos, importance of elephants in the wild, and modification of nature. Visitors who scored highly on conservation intent were those with positive attitudes towards elephants in the wild and negative attitudes regarding the modification of nature. The greatest changes in conservation intent were a result of a self-reported up-close encounter and the ability to witness active behaviors. Providing guests with the opportunity to witness or experience such occurrences may aid in a more successful delivery of the zoo's conservation message. Further research into guest emotions and affective states in relation to viewing elephants in a zoological institution would provide greater insight into improving the guest experience and helping zoos meet their conservation mission. (C) 2016 Wiley Periodicals, Inc.