Zoological Parks Authority - Parliament of Western Australia - The ...

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Zoological Parks Authority ANNUAL REPORT 2012 Disclosures and Legal Compliance Key Performance Indicators Purpose The agency’s purpose is to inspire and act for wildlife conservation. Vision A world where diversity of species and habitats is secure. Community Service Charter To provide educational, accessible, family friendly, quality experiences for the Western Australian community. Funding Objectives Funding for the year was received in accordance with the following Outcome and Services. Outcome 1: Conservation of wildlife Service 1: Community Engagement and Awareness in Conservation Service description: Perth Zoo promotes conservation messages to the community. This is achieved by providing educational programs and publications, interpretation and information services that educate and encourage the community in conservation. Service 2: Wildlife Management, Medicine and Research Service description: The conservation of wildlife will be optimised by effective species management, high standards of animal welfare and animal husbandry, captive breeding, support for wildlife conservation, breeding for re-introduction and provision of research opportunities. 116
Zoological Parks Authority ANNUAL REPORT 2012 Disclosures and Legal Compliance Key Performance Indicators Effectiveness and Efficiency Indicators Outcome 1: Conservation of wildlife This outcome is measured by surveying our customers to gauge the extent to which the Zoo communicates its conservation message. The following indicators are designed to measure the extent to which Perth Zoo has been able to positively influence people’s attitudes towards the conservation of wildlife and the environment. Effectiveness Indicators To obtain information in relation to effectiveness indicators 1.1 and 1.2, Ipsos Social Research Institute (formerly Synovate) was commissioned by Perth Zoo to conduct customer research in March and April 2012. Intercept surveys were conducted with randomly selected Zoo patrons over 16 years of age. Details of the survey sampling are as follows: 2009 2010 2011 2012 Population* 636,969 635,136 611,793 640,642 Desired Sample 400 500 500 500 Achieved Sample 404 507 513 505 Sampling Error ±4.5% ±4.5% ±4.3% ±4.3% *Population is based on annual visitors to Perth Zoo 1.1 The Zoo as an educational/learning experience “Perth Zoo’s exhibits and displays educate visitors about conservation problems facing wildlife” 2009 Actual 2010 Actual 2011 Actual 2012 Actual 2012 Target Agree 94% 94% 94% 95% 97% Neither agree/disagree 3% 3% 4% 4% 2% Disagree 3% 2% 1% 1% 1% Don’t know – 1% 1% – – Note to this Indicator The continued high level of agreement demonstrates Perth Zoo’s effectiveness in education about wildlife conservation. Innovative exhibit design and signage set in themed gardens engages visitors to target the delivery of conservation messages. The delivery of conservation messages is also an integral part of keeper talks, guided tours and special visitor experiences. These complement Perth Zoo’s education programs aimed at students, schools and the general community. The Zoo’s website and publications focus on wildlife conservation and assist in delivering conservation messages to the general public and Zoo visitors. The increasing use and popularity of social media has provided new opportunities to effectively deliver conservation education. 117
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