Effect of close interaction with animals on visitors’ satisfaction : a case study of Uganda Wildlife Conservation and Education Center

Abstract

This study was conducted at Uganda Wildlife Conservation Education Centre (UWEC) in Wakiso District to assess the effect of close-range animal visitor interaction on visitors’ satisfaction. The research problem examined was the limited understanding of how immersive animal visitor encounters influence visitor perceptions and experiences, especially in a local context within zoo settings. The research’s specific objectives were: to examine visitors’ motivation for close interaction with the animals, to evaluate visitors’ experience and satisfaction levels, and to assess the impact of close animal visitor interaction on visitors' attitudes and perceptions toward wildlife conservation. Data was collected using a structured questionnaire, and in-depth interviews were administered to 104 respondents, of whom 52 engaged in close-range interaction and 52 took part in normal tours. Data was analyzed using SPSS to identify trends and statistically significant relationships among variables such as education, prior visits, satisfaction, and conservation attitude change. The findings indicated that the primary motivation for visiting UWEC was the desire to learn about animals and conservation, especially among the highly educated and those who had previously visited UWEC. Respondents who interacted with animals at close range reported significantly higher satisfaction levels and rated the overall experience more positively compared to those who interacted with animals at a distance or on normal tours. It was revealed that 94% of close-range participants showed a strengthened wildlife conservation attitude, with prior visits and education level being key influencing factors. In conclusion, close animal visitor interaction in the zoo setting enhances visitor satisfaction and positively influences conservation attitudes. It is recommended that zoos improve close-range animal visitor interactions, strengthen conservation education initiatives, and implement stronger ethical and welfare guidelines to ensure sustainable interactive tourism experiences.