Giant panda loan exhibitions in China underdeliver on educating visitors: insights and recommendations for improvements

Giant panda Ailuropoda melanoleuca exhibits are popular attractions for zoos and wildlife parks. However, it remains to be investigated whether such exhibits enhance visitor knowledge about pandas and broader conservation issues. We conducted questionnaire surveys at giant panda exhibits at three city zoos and five wildlife parks in China. Although visitors were generally interested in the giant panda, this was not reflected in their post-exhibit knowledge of giant panda biology. Socio-demographically, men were more knowledgeable of giant panda biology than women. Knowledge correlated positively with respondent level of education. Younger respondents (< 45 years) knew most about giant pandas and expressed an interest in learning more about them using social media. The most informed respondents had visited other giant panda exhibits previously. Respondents were generally satisfied with the giant panda exhibits (mean score 4.44/5). Wildlife parks delivered a better educational outcome than city zoos. We recommend approaches to improve the visitor experience further and to leverage public interest in broader conservation engagement and action in China.