基于游客感知的长隆野生动物世界保护教育效果分析与评价  

Assessing the Effect of Conservation Education at Chimelong Safari Park from Tourist Perception

作　　者：姬莉 王瑛玮 孟和达来 程鲲[1] JI Li;WANG Yingwei;MENGHE Dalai;CHENG Kun(College of Wildlife and Protected Area,Northeast Forestry University,Harbin,150040,China;Chimelong Safari Park,Guangzhou,511445,China;Chifeng Forest Grassland Protection and Development Center,Chifeng,024005,China)

机构地区：[1]东北林业大学野生动物与自然保护地学院,哈尔滨150040 [2]长隆野生动物世界,广州511445 [3]赤峰市森林草原保护发展中心,赤峰024005

出　　处：《野生动物学报》2024年第4期849-858,共10页CHINESE JOURNAL OF WILDLIFE

基　　金：第三次新疆综合科学考察项目子课题(2021xjkk1206-5)。

摘　　要：动物园在物种保护及公众教育方面具有重要使命,高质量推进动物园保护教育工作的关键在于构建适宜的评价体系,并开展科学的评价分析,从而有针对性地提升教育效果。以长隆野生动物世界为例,基于游客问卷,利用重要性-表现性分析法,衡量7大项25个教育效果评价指标的重要性和表现性差异,并运用结构方程模型建立“游客教育效果感知-总体满意度-忠诚度”模型。结果表明:来访游客多为家庭出行,教育媒介设施中游客使用最多的是动物解说牌(67.7%),最少的是公众号及网站(12.5%)。各项评价指标的表现性均显著低于重要性,其中科普讲解员的专业性、讲解能力和知识储备,动物模型及互动装置的维护更新及使用说明,多媒体影像中的科普内容需要重点改善提升。结构方程模型拟合良好,即游客对保护教育效果的感知正向显著影响其总体满意度(标准化路径系数为0.838,P<0.001),进而有助于游客再度来访和建立良好口碑(标准化路径系数为0.707,P<0.001)。基于评价结果,提出长隆野生动物世界保护教育的优化策略。Zoos play a crucial role in species conservation and public education.Effectively promoting conservation educa⁃tion in zoos requires establishing a proper evaluation system and conducting scientific analyses to enhance the educational effect in a targeted manner.Taking Chimelong Safari Park as a case study,we utilize visitor surveys and the importance per⁃formance analysis(IPA)method to assess 25 evaluation indicators of the educational effect across seven major categories.Additionally,a structural equation model(SEM)is constructed to create a model linking visitor perception of educational ef⁃fectiveness,overall satisfaction,and loyalty.The results indicate that most visitors are families,with animal interpretation boards being the most frequently used educational media(67.7%),while social media and websites are the least utilized(12.5%).Notably,the performance of all evaluation indicators is significantly lower than their perceived importance.Key ar⁃eas for improvement include:enhancing the specialization,interpretive skills,and knowledge storage of educational guides;the maintenance,update,and providing usage instructions for animal models and interactive devices;and improving the educational content in multimedia presentations.The well fitted model demonstrates that visitors’perceptions of conserva⁃tion education significantly and positively influence overall satisfaction(standardized path coefficient=0.838,P<0.001),which in turn contributes to revisit intentions and positive word-of-mouth(standardized path coefficient=0.707,P<0.001).Based on these evaluation results,we propose optimization strategies for conservation education of Chimelong Safari Park.

关 键 词：动物园 结构方程模型 重要性-表现性分析法 保护教育效果 

分 类 号：Q95-339[生物学—动物学]