FOCUS: MEASURING EXPERIENCE Instrument Development and Validation for Conservation Learning: A Tool for More Rigorous Research and Evaluation FRAN MAST , LEI ZHAO , AND LINDSAY MALDONADO Abstract Modern zoos and aquariums position themselves as sites of conservation learning experiences. With a mantle of economic and public accountability, zoos and aquariums need to understand and promote conservation learning and its related components. While a great deal is known about conservation learning generally, less is known about how visitor experiences in zoos and aquariums impact conservation learning during a visit. This article outlines the need for more rigorous measurement tools for conservation learning in informal learning settings and provides an overview of Shedd Aquarium’s work to validate an instrument that reliably and accurately measures aspects of conservation learning in the context of zoo experiences. Initial trends and limitations associated with this validated tool are described. An overview of future research is outlined as are implications for future use of this tool by practitioners and researchers. BACKGROUND Conservation Learning in Zoos and Aquariums in an Era of Accountability Zoos and aquariums (henceforth zoos) have taken on multiple, sometimes simultaneous identities throughout their history. The earliest zoos were primarily private sites of scientific study (Ballantyne et al. 2007). A need for fund- ing soon shifted, at least in part, the focus of these early zoos and aquariums to that of enter- tainment and leisure (Ballantyne et al. 2007). While certain institutions and individuals were early advocates, it is only within the last half century that zoos have collectively taken on con- servation as a core value (Fraser and Wharton 2007). Moreover, as Ballantyne et al. (2011b) point out, conservation and sustainability education are an increasingly important goal of modern eco-tourism sites like zoos. Today, zoos position themselves as impor- tant purveyors of conservation learning experi- ences (Ballantyne and Packer 2016; Ballantyne et al. 2007; Tribe and Booth 2003). A recent study of international zoo leadership, described intended educational outcomes of their institu- tions as relating to conservation awareness, con- nectedness and action (Johnson et al. 2016). The World Association of Zoos and Aquariums (WAZA) further positions zoos as being uniquely suited to influence visitor behavior toward an ultimate conservation learning goal of pro-environmental behavior (Barongi et al. 2015). Studies also show that zoo visitors gener- ally think zoos play an important role in conser- vation education; and suggest that visitors are supportive of zoos promoting conservation Fran Mast M.Ed. (fmast@sheddaquarium.org) is Research and Evaluation Associate at Shedd Aquarium in Chi- cago, Illinois, United States. Lei Zhao, Ph.D. (kzhao@psionline.com) is Associate Psychometrician of PSI Services LLC working in Olathe, Kansas, United States, formerly Senior Research and Evaluation Associate at Shedd Aquarium in Chicago, Illinois, United States. Lindsay Maldonado M.S. (lmaldonado@sheddaquarium.org) is Direc- tor, Research and Evaluation at Shedd Aquarium in Chicago, Illinois, United States and is a doctoral student at Loyola University Chicago, Illinois, United States. © 2018 Wiley Periodicals, Inc. 367 Volume 61 Number 2 April 2018