COMPARING THE EFFECTIVENESS OF COMMUNICATION TO INFLUENCE PRO-WILDLIFE BEHAVIOUR
Many studies have shown that the way in which behaviour requests are made can dramatically influence the number of people that comply with the request. Subtle word changes on signs have been shown to influence large numbers of hotel guests reusing towels, visitors staying on walking tracks in National Parks and people’s purchasing choices for phosphate-free fertiliser products.
This project, funded by the Australian Research Council and undertaken by the Monash Tourism Research Unit with four zoo partners around Australia, will compare the effectiveness of different ways of asking visitors to engage in pro-wildlife behaviours.
AIMS
This study has two main aims:
METHODS
This project is being conducted over a three year period (2009-2012). Each behaviour will be measured in multiple ways, based around the Theory of Planned Behaviour model.
Firstly, the visitors’ beliefs about the behaviour will be measured. Then, the importance and strength of those beliefs will be compared between compliers and non-compliers. Finally, messages about the important beliefs (the ones which differ between compliers and non-compliers) will be designed.
RESULTS
The first step of the project has been completed. At Werribee Open Range Zoo, the researchers measured visitors’ beliefs about buying Beads for Wildlife. The relative importance of these beliefs will be assessed later this year.
The process will be repeated with other behaviour requests made by Zoos Victoria.
FOR MORE INFORMATION:
- on the Monash University Tourism Research Unit - click here.
- on the zoo partners - follow the links below:
