Project Summary

Zoos are important places for the general public to learn about the interconnectedness of ecosystems, species, and our role as humans, especially in relation to climate change. The newly opened Journey to Churchill exhibit at the Winnipeg Assiniboine Park Zoo (APZ) was designed with interpretive, emotional, and behavioural goals intended to help people learn and connect with the Arctic as a place, as well as the Arctic environment and species. Research demonstrates that well-designed and delivered interpretive experiences (such as a visit to the zoo) can have a positive effect on knowledge, attitudes, and behaviours regarding the environment and sustainability (Powell & Ham, 2013). Research is required to determine if the Journey to Churchill exhibit is successfully meeting the APZ’s intended objectives.

The purpose of this research is to determine if the objectives intended to support the main message of Journey to Churchill at the APZ are achieved as part of the visitor’s experience. Specifically, this project will examine interpretive, emotional, and behavioural objectives by using mixed-methods research to gain an in depth understanding of the outcomes of these objectives. This proposed research will be a qualitative study using a combination of personal meaning mapping, overheard conversations, and social media analysis will be employed to understand cognitive, emotional, behavioral and conative elements of the Journey to Churchill visitor experience.

Prior to the commencement of data collection, informed consent will be sought from all participants, where they will be informed about the nature of the research and notified that participation is voluntary and that they are free to withdraw at any point in time.