评估解说设计特征对动物园游客参与度的影响,Zoo Biology

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评估解说设计特征对动物园游客参与度的影响
Zoo Biology ( IF 1.2 ) Pub Date : 2023-03-05 , DOI: 10.1002/zoo.21759
Gemma Edney _{1,

2} , Tom Smart _{1,

3} , Frederick Howat ₁ , Zoe E Batchelor ₁ , Charlotte Hughes ₁ , Andrew Moss ₁

Affiliation

在过去的几十年里，动物园经历了从娱乐场所到保护中心的转变，教育成为特别关注的焦点。动物园中的解说是一种在动物园中提供教育的近乎通用的方法，并且已被证明可以促进学习和支持保护的行为改变。然而，对于解说设计本身如何影响游客参与度的理解有限。本研究使用不显眼的访客观察（n = 3890）来衡量访客对多种设计“特征”的解释的参与度，以全面概述与增加访客参与度相关的关键特征。在解说处停下来的游客比例（吸引力）和他们停下来的时间（持有力）是我们的两个结果变量。从我们的模型中，我们发现吸引力和吸引力受解说类型的影响最大，与标准文本和图形解说相比，交互式解说的访客数量几乎是标准文本和图形解说的四倍，停留时间是六倍多。我们还发现，位置与吸引力显着相关，游客更有可能在更身临其境的展览中停下来进行解释。最后，包含人类图像的解释与更高的保持力有关。我们希望我们的研究结果能够用作设计对动物园游客既有吸引力又有趣的解说的指南，从而最大限度地发挥动物园解说的保护教育价值。

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Assessing the effect of interpretation design traits on zoo visitor engagement

In the past few decades, zoos have undergone a transformation from places of entertainment to centers for conservation, with education becoming a particular focus. Interpretation in zoos is a near-universal method for delivering education in zoos and has been shown to prompt learning and pro-conservation behavior change. However, there is limited understanding on how interpretation design itself can influence visitor engagement. Using unobtrusive visitor observations (n = 3890), this study measures visitor engagement of multiple pieces of interpretation with various design “traits,” to provide a comprehensive overview of the key traits related to increased visitor engagement. The proportion of visitors who stopped at the interpretation (attraction power), and how long they stopped for (holding power), were our two outcome variables. From our models, we found that attraction and holding power are most strongly influenced by the type of interpretation, with interactive interpretation seeing nearly four times as many visitors stop, and for more than six times longer, when compared to standard text and graphics interpretation. We also found that location was significantly related to attraction power, with visitors more likely to stop at interpretation in more immersive exhibits. Lastly, interpretation containing images of humans were related to a higher holding power. We hope our findings will be used as a guide for designing interpretation that is both attractive and interesting to zoo visitors, maximizing the conservation education value of zoo-based interpretation.

更新日期：2023-03-05

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