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Nature centers, museums, zoos, and other exhibit-based institutions need to sustain or increase visitation for economic viability. To generate visitor interest, exhibits have become more interactive, with immersion exhibits becoming increasingly popular. Visitor research has traditionally focused on learning or social aspects of the visitor experience rather than psychological dimensions related to attitudes, values, and behaviors. Yet nature-focused institutions increasingly support broad-based issues, such as encouraging connection to nature and environmentally responsible behavior. This paper explores how an immersion exhibit without personal interpretation, impacts connectedness to nature, intentions for environmentally responsible behaviors, and other aspects of visitor experiences. Short visits to a free-flying butterfly exhibit were found to augment visitors’ connectedness to nature and environmentally responsible behavioral intentions. Visitors also described how they appreciated the intensely beautiful surroundings, were awe-struck, felt a great deal of peace and relaxation, and felt oneness with nature.

Can an Immersion Exhibit Inspire Connection to Nature and Environmentally Responsible Behavior?