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The proposed research project draws heavily on the findings of my recently completed Masters of Philosophy thesis entitled 'a qualitative analysis of profound wildlife experiences' in which the aim was to identify variables that were potentially causal to profound wildlife encounters. In the proposed PhD project, some of the variables will be deductively tested for their physiological impact on zoo visitors. Possible variables for manipulation include proximity to the animal, the species type, and setting factors such as light versus dark, public areas versus behind-the-scenes areas and quiet versus noisy settings. It is hoped that the findings will provide zoo exhibit and experience designers a better understanding of what types of experience has greater physiological impact on visitors.
The project will draw on well-established psychological methods of evaluating the physiological impact of stimuli. The Autonomic Nervous System, which includes heart rate, breathing rate and skin conductance (sweat) is perhaps the most well-known of these measures. However, increasingly Electroencephalography (EEG), Magnetic Resonance Imaging (MRI) and functional MRI are being used to examine brainwave activity in response to experiential stimuli. A combination of these methods will be used to examine the impact of different conditions on zoo visitors, depending on cost. feasability and availability of equipment. Pre and post experience interviews will also compliment the physiological data and may go some way to aligning the physiological experience with that which is expressed verbally, an area that remains relatively unexplored in tourism settings.
Obviously undertaking this project requires industry cooperation and Zoos Victoria (Melbourne Zoo, Werribee Open Range Zoo and Healesville Sanctuary) have already agreed to support the project both financially (assisting with travel costs and equipment) and logistically (access to zoo visitors, behind-the-scenes areas and zoo staff). It is hoped that other zoos will consider taking part in the project as well.
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