The Connection between Visitors Behavior, Conservation Awareness and IT Usage: A Case Study of Batu Secret Zoo, Indonesia

Abstract

Information Technology (IT) are increasingly used to help zoos address emerging issues especially in terms of education, conservation and research. The use of IT in the zoos can improve visitors' experience and conservation awareness. Therefore, this study aims to explore the connections between zoo visitor behavior, their conservation awareness and IT usage in the context of Indonesia. Batu Secret Zoo is chosen as a case study, as it is considered one of the best zoos in Indonesia. This study used interviews, observation and literature review to investigate whether correlations exists between visitors behavior, conservation awareness, and IT usage also examined whether the use of IT can help to increase conservation awareness of the visitors. The results showed that there is a disconnection between the attitude and awareness of the visitors in relation to the roles of the zoo and its conservation benefits. Moreover, the findings showed that there are significant correlations between IT usage and visitors reading behavior and ability to name an idea/activity related to conservation. However, the observation showed little interaction between visitors and IT application at the zoo while the review of post-visit feedback showed low mentioning of IT as the positive feature of the zoo. In conclusion, Batu Secret Zoo could better optimize its IT application by engaging zoo staff in monitoring and evaluation of the IT application usage and incorporating human interaction to promote user adoption of IT application and usage of the interpretive signs. Technology alone will not automatically improve visitor engagement or experience with the destination, motivation and personal interaction remain an important part of effectively implemented IT application.