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Ocean Park visitors learn important conservation messages from animal ambassadors at the Park

2010-08-27

(27 August 2010 – Hong Kong) Ocean Park has always been dedicated to making an educational contribution on environmental protection and wildlife conservation.  A recent study by Consumer Search shows that 99.5% of Ocean Park guests surveyed feel Ocean Park cares about environmental protection and wildlife conservation and they had learned important messages of environmental conservation and protection through visiting Ocean Park’s animal ambassadors. These respondents were able to recall at least one education message on wildlife conservation and environmental protection that they have obtained during their visits.

Ocean Park appointed Consumer Search to conduct an in-depth survey with its Park guests in August on environmental protection and wildlife conservation*.  A total of 600 randomly selected guests, comprising of 47.8% of Hong Kong residents and 52.2% of tourists aged 10 and above, responded to the face-to-face questionnaires during their visits to the Park.

The survey shows that animal ambassadors at Ocean Park have a positive effect on delivering information about animal conservation.  Additionally, 97.3% of respondents reported that they would recommend Ocean Park to their friends and relatives as an ideal place for learning about environmental protection and wildlife conservation.

Respondents who selected Ocean Theatre as their favourite attraction in the Park said they have obtained important messages and information on animal conservation through meeting animal ambassadors during their visits.

Findings also show that 90.9% of respondents were highly motivated by their experiences in animal exhibits and presentations and that 88.3% of them indicated they have learned a significant amount from their visit.  Respondents agreed that animal ambassadors can convey messages of conservation and suggested dolphins to be further promoted as the “key ambassador” of the Park.  The positive results of the survey indicate that encounters with animal ambassadors can help the visitors create a long-term commitment to environmental protection.

All respondents recalled at least one endangered or precious animal in Ocean Park.  On average, each respondent could recall 3 endangered or precious animal species.  The majority of respondents recalled giant panda (70%), followed by Chinese sturgeon (64.8%) and dolphin (37.8%) being endangered or precious animals.

In conclusion, respondents received enriching experiences with Ocean Park’s animal ambassadors, and their experiences have strongly motivated them to make a commitment in protecting and conserving the environment.

Suzanne Gendron, Executive Director of Zoological Operations and Education at Ocean Park stated “These results are a heartening validation of our Park's mission to connect people with nature and inspire conservation learning and action. Ocean Park's education and animal science professionals have dedicated their lives to enriching those around them, both the guests and the animals under their responsibility. The survey tells us that our animals, along with our educational messaging is successful and supports the many initiatives that lie ahead in the Master Redevelopment Plan and the ongoing Park offerings for our guests and students”

*At 95% confidence level, the maximum sampling error for the sampling size is ± 4%

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Chart 1 - Visitors’ view on whether Ocean Park cares about environmental protection and wildlife conservation
Chart 1 - Visitors’ view on whether Ocean Park cares about environmental protection and wildlife conservation
Chart 2 - 99.5% of respondents who feel Ocean Park cares about environmental protection and wildlife conservation have learned the above knowledge after visiting animal ambassadors at the Park
Chart 2 - 99.5% of respondents who feel Ocean Park cares about environmental protection and wildlife conservation have learned the above knowledge after visiting animal ambassadors at the Park
Chart 3 – Visitors’ likelihood of recommending Ocean Park to their friends and relatives
Chart 3 – Visitors’ likelihood of recommending Ocean Park to their friends and relatives
Chart 4 – Level of learning outcome and motivation by their experiences after visiting animal ambassadors
Chart 4 – Level of learning outcome and motivation by their experiences after visiting animal ambassadors