Influences on visitor behavior at a modern immersive zoo exhibit

Zoos serve as centers for both research and education. The challenge is to convey messages about their conservation projects while meeting visitor expectations, which often include recreation and entertainment. One way this can be achieved is through the design of immersive exhibits that draw visitors in and engage them with interactive educational elements. Regenstein African Journey (RAJ) opened at Lincoln Park Zoo in 2003 and was designed to take visitors on a simulated safari through Africa. Because visitor experience was a major design goal, we conducted a timing and tracking study to evaluate use of the building and educational components. For a 9-week period in 2003, we tracked 338 visitors to RAJ and recorded continuous data as they moved through the building. Data were collected on handheld computers that provided precise timing data. The median visit was 11.08 min, 41% of which was spent looking at animals and 9% of which was spent engaged with interpretive elements. We found significant differences in the way visitors used signage: those in groups without children spent more of their visit engaged with signage than those with children and visitors who spent more of their visit interacting socially spent less time engaged with signage. By understanding how visitors use the educational opportunities presented to them, we can better meet their expectations and more effectively achieve the goal of conservation education.