Exploring the Influence of Charismatic Characteristics on Flagship Outcomes in Zoo Visitors

As 21st-century zoos continue to grow into their roles as conservation centers they are challenged to find meaningful ways to engage their publics and contribute to conservation. Flagship species address both issues, as outcomes include increased conservation awareness and action. Flagship species, however, have historically been charismatic megafauna. Today, conservationists are challenged to connect the public with lesser-known species. This article investigated the influence of charismatic characteristics on visitors' connection to a species, and pro-conservation behavioral intentions. Data were obtained from 250 visitors to the Melbourne Zoo and analyzed with structural equation modeling. A species' conservation status (beta =.37) and relatability (beta =.33) directly influenced visitors' emotional connection and indirectly influenced behavioral intentions. Results suggested wider arrays of species are capable of producing flagship outcomes. Based on these results, zoos could recruit a greater assemblage of species to serve as flagships for conservation initiatives.