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Rules of engagement: The role of emotional display rules in delivering conservation interpretation in a zoo-based tourism context

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  • Wijeratne, Aaron J.C.
  • Van Dijk, Pieter A.
  • Kirk-Brown, Andrea
  • Frost, Lionel

Abstract

The shifting strategic focus of zoos from sites of recreation and entertainment to predominantly visitor conservation education entails a change in the design and delivery of conservation interpretation strategies. As the primary conveyers of conservation messages, zoo guides are expected to display appropriate emotional expression (emotional labour) to establish a connection between the object of interpretation, the conservation message and the visitor. The emotional display responses of guides to role demands may not be consistent with zoo conservation-based objectives beyond delivering a service-based positive visitor experience. We examine organisational expectations for emotional display in directing the delivery of conservation-based visitor outcomes. Findings from 21 semi-structured interviews with managers and guides at an open-range zoo indicate that sources and types of display rules for visitor entertainment remain more clearly communicated than those related to conservation. Theoretical and managerial implications for the delivery of conservation messages are discussed.

Suggested Citation

  • Wijeratne, Aaron J.C. & Van Dijk, Pieter A. & Kirk-Brown, Andrea & Frost, Lionel, 2014. "Rules of engagement: The role of emotional display rules in delivering conservation interpretation in a zoo-based tourism context," Tourism Management, Elsevier, vol. 42(C), pages 149-156.
    • Handle: RePEc:eee:touman:v:42:y:2014:i:c:p:149-156
    DOI: 10.1016/j.tourman.2013.11.012
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    References listed on IDEAS

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    1. Calver, Stephen J. & Page, Stephen J., 2013. "Enlightened hedonism: Exploring the relationship of service value, visitor knowledge and interest, to visitor enjoyment at heritage attractions," Tourism Management, Elsevier, vol. 39(C), pages 23-36.
    2. Van Dijk, Pieter A. & Smith, Liam D.G. & Cooper, Brian K., 2011. "Are you for real? An evaluation of the relationship between emotional labour and visitor outcomes," Tourism Management, Elsevier, vol. 32(1), pages 39-45.
    3. El-Sharkawy, Omneya Khairy, 2007. "Exploring Knowledge And Skills For Tourist Guides: Evidence From Egypt," MPRA Paper 6369, University Library of Munich, Germany.
    4. Dijk, Pieter A Van & Brown, Andrea Kirk, 2006. "Emotional labour and negative job outcomes: An evaluation of the mediating role of emotional dissonance," Journal of Management & Organization, Cambridge University Press, vol. 12(2), pages 101-115, September.
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    Cited by:

    1. Soulard, Joelle & McGehee, Nancy Gard & Stern, Marc, 2019. "Transformative tourism organizations and glocalization," Annals of Tourism Research, Elsevier, vol. 76(C), pages 91-104.
    2. Arowosafe Folusade & Oni Festus & Tunde-Ajayi Olalekan, 2023. "Effectiveness of Interpretative Signs on Visitors’ Behaviour and Satisfaction at Lekki Conservation Center, Lagos State, Nigeria," Czech Journal of Tourism, Sciendo, vol. 12(1-2), pages 50-65, December.
    3. Guorong Tang & Jinhe Zhang & Yu Zhang, 2017. "Livestock Animal Displacement on Rural Tourism Destinations: Placing Livestock's “Pest” Role in the Background," Sustainability, MDPI, vol. 9(8), pages 1-20, July.

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