Identifying Behaviors to Target During Zoo Visits

Abstract  Although many zoos and zoo associations state the capability and importance of influencing the behavior of zoo visitors, the little research conducted to date gives limited support for these statements. Addressing this deficit involves more research, but zoos also need to design communication strategies with the specific purpose of influencing visitor behavior. However, it's important, before designing a communication campaign, that zoos identify which behaviors to target. As a first step toward doing this, five nominal group technique (NGT) sessions were conducted with general staff from three zoos in Australia, as well as an executive body overseeing three zoos and members of a volunteer group for an urban zoo. Following NGT protocol, desired on‐site and off‐site visitor behaviors were identified and their importance prioritized. The most prioritized behaviors are presented here. The discussion in this paper focuses on the efficacy of the NGT sessions, the need for further capacity‐building in Australian zoos, and proposals for some areas of future research.