The More the Merrier? Zoo Visitors’ Affective Responses and Perceptions of Welfare across an Increase in Giraffe Density

Zoos strive to create experiences that inspire positive feelings toward animals which lead to conservation behaviors in their visitors. However, concerns regarding the welfare of animals living in zoos present a challenge in creating positive zoo experiences and promoting the conservation agenda and moral authority of these cultural institutions. This research explores connections between zoo visitors’ positive affective responses and their assessments of animal welfare before and after two giraffes were introduced to a group of four giraffes in a multi-species savannah exhibit. A self administered questionnaire was completed by 499 visitors to the Conservation Society of California’s Oakland Zoo. The questionnaire measured visitors’ predispositions, affective responses, and assessments of animal welfare. Results suggest that visitors’ assessments of animal welfare, positive affective experience, and predisposition are positively correlated. Further, visitor assessments of animal welfare are generally more positive after the addition of new giraffes. Although visitors tended to report that the giraffes were very healthy and well cared for, they responded less positively when asked about how happy the giraffes were and how adequately sized their exhibit was. The findings suggest that understanding and improving zoo visitors’ assessments of animal welfare is important in improving positive experiences and conservation education outcomes during a visit to the zoo.