Comparing Chinese and Western Visitors’ Responses to Interpretive Signs at Chengdu Research Base of Giant Panda Breeding, China

Visitor experiences and interpretation at wildlife tourism sites are often designed to encourage visitors to adopt conservation actions. Typically, conservation messages are delivered via one-size-fits-all interpretive signage, with little consideration given to whether the same information attracts and engages different cultural groups. This study explores Chinese and international visitors’ perceptions of signage at the Chengdu Research Base of Giant Panda Breeding in China. Four sign prototypes were designed and a combination of visitor observations, interviews, and exit surveys were used to test their attracting and holding power. Comparisons of Chinese and Western visitors revealed no significant difference in the proportion who stopped to read signs. Preferences for signage elements were also similar across the two cultural groups; however, there were differences in terms of what visitors thought should be included in wildlife interpretation. Implications for the design and delivery of interpretation in Chinese wildlife tourism settings are discussed