Facilitating zoo/aquarium visitors' adoption of environmentally sustainable behaviour: Developing a values-based interpretation matrix

Visitors to zoos and aquariums have diverse backgrounds, motivations, prior knowledge and life perspectives; however, for practical reasons, traditional interpretive methods do not allow for a nuanced approach that targets different visitor groups. Interpretation designed to appeal to the majority of visitors, who prioritize Self-Transcendence values (placing the welfare of others and of nature above self-interests), may not resonate well with those who prioritize different values. This paper explores how visitors with different value priorities respond to environmental interpretation, and identifies elements most likely to appeal to, and influence, their environmental behaviour. A total of 109 participants, selected by their value priorities, participated in 16 focus group interviews at 12 zoos and aquariums in Australia, Canada, and USA. Findings are distilled into a values-based interpretation matrix enabling the design of interpretation that connects with and builds on the motivations and value priorities important to a range of different visitors.