Evaluation of the impact of a wildlife trafficking educational display at Seattle-Tacoma International Airport

Abstract

Seattle-Tacoma International Airport (SEA), Washington, installed an educational display to raise passengers’ knowledge and awareness of wildlife trafficking. Little is known about the efficacy of wildlife trafficking-related educational displays at airports. In the fall of 2022, Port of Seattle (PoS) Business Intelligence conducted an evaluation to assess the impact of the display. The evaluation included three components: observation of passengers viewing the display; a survey with passengers who viewed the display; and a survey with passengers who did not view the display. Observations revealed that 0.8 per cent of passengers stopped to view the display. Mean viewing time was 48 seconds. The more passengers passed through the concourse, the fewer stopped at the display. Most non-viewers (88 per cent) did not notice the display as they passed it on the way to their gate. Non-viewers who noticed the display but did not stop to view it gave being in a hurry and wanting to get to their gate as primary reasons for not stopping. Viewers of the display, compared to non-viewers, reported a greater level of confidence that they could spot a product made from endangered wildlife, increased knowledge about actions that can contribute to wildlife trafficking and a greater belief that their actions can help save endangered animals. Although the display did have an impact on viewers, fewer than 1 per cent of passengers who passed by the display viewed it. Most passengers did not notice it. The findings of this evaluation raise the issue of whether passengers on the way to their departure gate are receptive to viewing an educational display. There may be more opportune approaches to educate passengers about wildlife trafficking, such as presenting information about wildlife trafficking on television screens in gate areas or as part of in-flight entertainment.