RESUMO
In the past few decades, zoos have undergone a transformation from places of entertainment to centers for conservation, with education becoming a particular focus. Interpretation in zoos is a near-universal method for delivering education in zoos and has been shown to prompt learning and pro-conservation behavior change. However, there is limited understanding on how interpretation design itself can influence visitor engagement. Using unobtrusive visitor observations (n = 3890), this study measures visitor engagement of multiple pieces of interpretation with various design "traits," to provide a comprehensive overview of the key traits related to increased visitor engagement. The proportion of visitors who stopped at the interpretation (attraction power), and how long they stopped for (holding power), were our two outcome variables. From our models, we found that attraction and holding power are most strongly influenced by the type of interpretation, with interactive interpretation seeing nearly four times as many visitors stop, and for more than six times longer, when compared to standard text and graphics interpretation. We also found that location was significantly related to attraction power, with visitors more likely to stop at interpretation in more immersive exhibits. Lastly, interpretation containing images of humans were related to a higher holding power. We hope our findings will be used as a guide for designing interpretation that is both attractive and interesting to zoo visitors, maximizing the conservation education value of zoo-based interpretation.