Understanding Transformative Experiences and their Onsite and Short-Term Pro-Environmental Effects in the Context of Wildlife Viewing Opportunities

Wildlife has been critically affected by human-induced change and in some areas, species extinction may be as high as 35%. Despite the overwhelming evidence of species extinction, habitat loss, and global climate change, current public support for conservation programs is low. One potential way to promote pro-conservation behavior is through transformative experiences as outlined in Mezirow’s Transformative Learning Theory (TLT). TLT works to explain the process through which people create new worldviews that can influence both attitudes and behaviors. This mixed methods dissertation seeks to understand transformative experiences and their short-term consequences in the context of wildlife viewing opportunities. Three studies were conducted to: 1) explore the key components of wildlife experiences that prompt transformation; 2) compare transformative experiences and visitor outcomes across captive and natural wildlife viewing opportunities; and 3) understand the short-term impacts of a natural gorilla-based wildlife viewing opportunity. The first study used semi-structured photo elicitation interviews. These interviews uncovered three major themes that provide evidence of critical components for fostering transformation during wildlife encounters. These themes were used to create two novel scales assessing transformative wildlife experiences. The second study used onsite visitor surveys to compare TLT and visitor outcomes at the North Carolina Zoo and at the Dian Fossey Gorilla Fund’s Conservation Gallery in Rwanda. Structural equation modeling showed that onsite transformation occurred at both sites and directly influenced conservation caring, which mediated the relationship between onsite transformation and species- and biodiversity-oriented behavioral intentions. The final study included a follow-up questionnaire for visitors from the gorilla trekking experience 4-months after their trek. Hierarchical cluster analysis revealed three distinct levels of short-term response to the trek. Qualitative results from the follow-up questionnaire were also considered in the context of the three groups. Overall, this dissertation adds to the growing body of literature examining the transformative nature of wildlife experiences and contributes two novel scales that can be used in future studies. In addition, it adds to the limited onsite research examining terrestrial, African wildlife experiences. The theoretical and managerial implications for the findings from all three studies are discussed at length.