The Accuracy of Behavioural Data Collected by Visitors in a Zoo Environment: Can Visitors Collect Meaningful Data?

Table 2

Segmentation pen portraits—Modified and adapted from WWT visitor segmentation report [33].

Visitor segment	Description and comments
Learn together families	They believe in life-long learning for their family. Accessing the outside plays an important role in their leisure time, and they are generally open to all forms of nature, rather than visiting specifically to see birds.
Fun time families	Doing something that entertains and satisfies their children is the main priority in their day out. If their children learn something along the way, then this is an added bonus.
Social naturalists	Their interest in nature is broad; it is not about acquiring detailed knowledge on specific species but more about simply enjoying any kind of wildlife.
Interested naturalists	Interested naturalists are not active birdwatchers but visit to improve their knowledge and learn new things, driven by a broad interest in the natural world.
Interested birders	For interested birders, trips in the outside are a significant part of their life, and the majority are active birdwatchers. Whilst they are mainly looking to develop their interests, their interest in birds is often tied into other hobbies such as walking, photography, and painting.
Social birders	Social birders are seeking to spend quality time with other people in natural surroundings where they are guaranteed to see interesting birds.
Expert birders	Expert birders are applied birdwatchers who tend to take their hobby relatively seriously. This segment has the most knowledge about the WWT’s wider conservation activities.
Sensualists	Experiencing the outside is essential to sensualists’ lives; to them, it is food for the soul and is a space in which they can relax and experience nature’s beauty.
Social day-outers	Wildlife and the outside are not of prime interest to them; their main focus is to spend quality time with others in a nice environment.