Interpretive signage is the most commonly used channel by zoos to deliver conservation messages to visitors. These signs include aspects of animal biology, lifespan and taxonomy. Research to the...Show moreInterpretive signage is the most commonly used channel by zoos to deliver conservation messages to visitors. These signs include aspects of animal biology, lifespan and taxonomy. Research to the effectiveness of interpretive signage in zoos in influencing visitors’ conservation intentions is inconclusive and the link with attention to these signs has not yet been sufficiently investigated. This study examined the relationship between visitors’ attention to signs and conservation intentions and whether this relationship is mediated by visitor’s conservation attitudes. In a correlational design, 200 participants were asked to recall their last zoo visit and answer questions in an online survey. In line with the expectations, the results showed a positive association between visitors’ attention towards interpretive signage and conservation intentions. Visitors’ attitudes towards conservation partially mediated this relationship. It was concluded that when visitors devote attention to on-site interpretive zoo signage, this type of conservation education can be effective in influencing visitors’ intentions towards nature conservation through its influence on attitudes. Possible explanations for the results are discussed and implications for theory and practice are made.Show less
