Parents committed to bringing their children to zoos ascribed the value of the visits to promoting altruism to prepare their children for future social encounters; transferring their own environmental values; encouraging self-esteem; and inculcating cultural norms. This article suggests that ISE educators can attract/engage parents through appealing to moral development for children.
This paper will be of value to ISE professionals interested in designing communication strategies to influence visitor behaviour. The author draws on persuasive communication theory to discuss the design and delivery of messages to target behaviours. This study reflects on the difficulties encountered during a process of identifying and prioritising behaviours to target in zoo contexts.