Mokupapapa Visitor Report

Visitors’ Perceptions of
Mokupapapa Discovery
Center

Research report prepared by:
People, Places & Design Research

Visitors’ Perceptions of the
Mokupapapa Discovery Center

Executive Summary

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A. Profile of the Audience

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D. Perception of Interpretive Messages .

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B.

Visitors’ Use of the Exhibits
1. How much did visitors see?
2. Did visitors speak with staff?

C. Reactions to the Exhibits
1. Ratings of the experience
2. What people liked most
3. Repeatability of the experience

1.
2.
3.
4.
5.
6.

Perceptions of the main idea
Did people understand that it’s about a specific place?
What did visitors find out about the Northwestern Hawaiian Islands?
Perceptions of various interpretive themes
Understanding human impacts on the islands
Do visitors have additional questions?

prepared by

People, Places & Design Research
Jeff Hayward & Jolene Hart
Northampton, Massachusetts

January, 2010

Visitors’ Perceptions of Mokupapapa Discovery Center

page 1

Executive Summary
This research was conducted to assess audience perceptions of the key educational
messages at the Mokupapapa Discovery Center, and to inform a process of revising
the exhibits and/or developing new exhibits and interpretive programs. Since the
designation of the Papahanaumokuakea Marine National Monument, there is a new
story to tell and a renewed emphasis on conservation messages (awareness of how
human actions threaten protected places like this). This study was designed to
evaluate how well the current exhibits address this new focus and what are the
implications for possible changes or enhancements to the exhibits.
Method
Face-to-face interviews were conducted with a random sample of 209 visitor groups
at the end of their visits. Discovery Center staff and volunteers were trained to
conduct the structured interviews, and the interviews took place over several seasons
(April through November, 2009).
Results
Audience profile: About half of the visitors are Hawaii residents (primarily repeat
visitors) and half are tourists (primarily first-time visitors). More than a third of the
visitors groups (38%) include children. The audience is quite diverse in terms of age,
education level and ethnicity.
Use of exhibits: The two most viewed exhibits are the aquarium (97%) and the map
(83%). Most visitors also stop to look at the marine debris display (69%), the
submarine room (64%) and the island/volcano simulation kiosk (61%). Some of the
exhibits seem to appeal to a variety of types of visitors (aquarium, trash display,
computer simulation kiosk), while the submarine control room is used more by
families with children, and the map is used more by tourists, and adults without
children. About half of the visitors (53%) encountered and talked with staff during
the visit.
Affective reactions/satisfaction: The findings indicate that visitors enjoy the
experience and see it as a worthwhile educational activity. About half of the visitors
rated their experience at the Discovery Center as ‘good,’ while 39% said it was
‘great.’ The aquarium with live fish is clearly a highlight of the visit.

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Awareness of the marine National Monument: Most visitors (59%) thought the center
was explaining Hawaii or the Pacific in general. About 30% of visitors got the idea
that it was about a specific area – the Hawaiian Archipelago or Northwestern
Hawaiian Islands.
Conservation messages: The idea that human activity is negatively affecting the
islands was a strong message (selected from a list of themes by 92% of visitors).
Based on open-ended answers about negative effects it is obvious that the marine
debris exhibit had a big impact on visitors. However, most people did not come away
with specific ideas about what they could do personally to benefit the NWHI. Beyond
“recycling” and “not littering,” visitors’ open-ended comments about conservation
activities were pretty vague. Also, most people didn’t really understand more
complicated concepts such as “what is a fragile ecosystem?”
Implications
Appealing to diverse audiences: The current mix of types of exhibits (live animals,
computer interactives, film, pictures, and text panels) seems to work well for a variety
of different audiences. There is something for everyone, and people are using these
exhibits. It would seem to be especially important to encourage the local family
audience with repeatable experiences (e.g., interactives where the outcome could be
different on future visits), because they come here voluntarily (not just because they
are delivered to Front Street by a cruise ship).
Room for improvement: Visitors’ ratings of the experience were mostly in the
moderate range, which indicates that there is room for improvement. Although the
Discovery Center is, and will continue to be, a modest experience in terms of size, it
could be more engaging and inspiring.
Awareness of NWHI: Clearly something needs to be done to enhance the public’s
awareness of the Papahanaumokuakea Marine National Monument (or at least the
idea/location of the Northwestern Hawaiian Islands). It may be a challenge to figure
out how to increase people’s awareness of a place that has a name that is difficult to
pronounce and is hundreds of miles away from Hilo. It may require a combination of
tactics such as revising the large wall map, adding a main message panel, and
changing labels at various exhibits (especially the aquarium). Graphic labels would
be especially helpful, so that the labels are interesting and understandable to a wide
range of ages, languages, and education levels. It might be interesting and inspiring
for visitors to hear the story of why President Bush created this Monument – the
largest fully protected marine area in the world.

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Interpretation about human impacts: Clearly the marine debris exhibit is effective,
but visitors’ perceptions of other conservation issues were vague (“what is a fragile
ecosystem?” “what can you do to help?”), suggesting that some interpretive messages
were not so compelling. Perhaps some “action suggestions” could be added to the
marine debris exhibit, and also at other exhibits. “Action items” might include a list
of several things that people or industry can do to reduce the threats to protected
areas, or an interactive to identify what is a threat and what isn’t. Another option
would be to add a visitor comment/opinion station, asking people what they can do to
protect the National Monument. This could be useful not only for people to make a
commitment and feel as though they can do something, but also because visitors can
read other people’s comments and ideas (hopefully more than recycling and picking
up trash).
Ultimately improvement in the effectiveness of interpretive messages needs some
creative thinking about exhibit experiences, and perhaps testing of preliminary ideas
with visitors.

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Visitors’ Perceptions of Mokupapapa Discovery Center

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A. Profile of the Audience
This first section of the report summarizes the
demographic characteristics of the audience, as an
important context for interpreting subsequent
analyses and findings about visitor perceptions. It
also presents a profile and comparison of two
audience segments: Hawaii residents and tourists.
The key points are:
 The Discovery Center audience consists of
equal proportions of Hawaii residents and
tourists from out-of-state. Similarly, about half
are visiting for the first-time and half are repeat
visitors.
 Most visitor groups (62%) consist of adults
without children. However, one can’t ignore
the sizeable family audience (38%), especially
families with preschool-aged children (23%).
 The Discovery Center serves a more diverse
audience than is seen in many museums. There
are visitors of all ages, all education levels, and
various ethnic identities.
 There are some significant differences between
the residents and the tourists: Hawaii residents
are slightly younger, less educated, more
ethnically diverse, and more likely to bring
children to the Center.

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Visitors’ Perceptions of Mokupapapa Discovery Center

A. Profile of the Audience
OVERVIEW: About half of the Discovery Center visitors are Hawaii residents. The
proportions of first-time and repeat visitors are about equal. Most of the visitor groups
consist of adults only, although 38% of groups include children under age 18. Among adults,
all age groups and educational levels are represented.
SEGMENTATION: Comparisons between Hawaii residents and tourists from out-of-state
will be highlighted throughout this report. Interpretation of results is aided by recognizing
that there are demographic differences between these audience segments. Residents are more
likely to bring children to the Center (50% vs. 27%), they are less educated (46% vs. 74%
college graduates), and they are more ethnically diverse (46% vs. 84% White).
Overall
Sample

Hawaii
Residents

Tourists

(n=209)

(n=102)

(n=105)

Residence:
Hawaii
other U.S.
other countries

49%
41%
10%

Familiarity with Center:
first-time visitors
occasional repeat visitors 1
frequent repeat visitors

53%
22%
25%

24%
31%
44%

adults-only
family with children

62%
38%

50%
50%

73%
27%

Ages of children:
any preschoolers (0-5)
school-aged children only (6-17)

23%
14%

31%
18%

14%
11%

22%
41%
21%
16%

27%
29%
28%
17%

**

Group composition:

91%
8%
1%
**

**

Group Size:
one
two
three
four or more

17%
53%
14%
15%

(**) Asterisks indicate statistically significant differences (p<.05) between sets of figures. For example on this
page, there is a substantial difference in the proportion of first-time and repeat visitors when comparing the two
segments of residents vs. out-of-state visitors. The figures should be read as percents of the column heading,
e.g., 91% of tourists are visiting the Center for the first-time.
1

Occasional repeat visitors are those who have been to the Center up to six times (most visited once or twice
before). Frequent repeat visitors have visited ten or more times (some have been 50-100 times).

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Visitors’ Perceptions of Mokupapapa Discovery Center

Overall
Sample

Hawaii
Residents

Tourists

(n=209)

(n=102)

(n=105)

man
woman

46%
54%

44%
56%

48%
52%

18-29
30’s
40’s
50’s
60+

24%
27%
18%
16%
15%

29%
30%
15%
14%
12%

high school
some college
college graduate
graduate school

13%
27%
33%
27%

16%
38%
27%
19%

Ethnic identity:
Native Hawaiian / Pacific Islander
American Indian / Alaska Native
Asian
White
Hispanic/Latino
African American/black
other / mixed

15%
3%
13%
65%
3%
0
1%

25%
5%
23%
46%
2%
0
1%

Gender:

++

Age:

18%
24%
22%
18%
18%
**

Education:

10%
16%
40%
34%
**
5%
1%
5%
84%
4%
0
1%

(++) Plus signs are used in this report to indicate patterns of differences which are not quite statistically
significant (milder differences, which may have occurred by chance), but which suggest a trend and may have
some intuitive value in some circumstances.

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Visitors’ Perceptions of Mokupapapa Discovery Center

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B. Visitors’ Use of the Exhibits
This section gives an overview of the proportion of
visitors who looked at selected exhibits or talked
with staff. There are also analyses of exhibit use
by various audience segments (for example,
residents vs. tourists and families vs. adult-only
groups). Highlights of these findings are:
 The aquarium was the most highly used exhibit
– 97% of visitors stopped to look at it. The
large map on the wall was also highly used
(83% of visitors). Three other exhibits (debris,
submarine room, computer kiosk) were viewed
by at least 60% of visitors.
 About half of the visitors said they had
encountered and talked with a staff member.
People who stopped at the map were more
likely to talk with staff than those who didn’t
stop here.
 There were some differences in use by various
audience segments. For example, families with
children were more likely than adults to use the
submarine room, and less likely to stop at the
map.

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Visitors’ Perceptions of Mokupapapa Discovery Center

B.1. How much did visitors see?
OVERVIEW: Nearly all visitors stop to look at the aquarium with live fish. The vast
majority (83%) look at the large map, and most (61%-69%) see the trash exhibits, the
submarine room, and the computer kiosk. The map is used more by tourists, men, and adultonly groups. The submarine room is used more by families (79%) compared to adult-only
groups (54%).
Which of these exhibits did you stop at?
the aquarium
large map on the wall showing chain of islands
pile of trash, or large mural of trash
submarine control room, with robotic arms
computer simulation of geology and volcanoes

AQUARIUM

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Overall
97%
83%
69%
64%
61%

Residents
Tourists
98%
95%
75% ** 90%
72%
67%
78% ** 50%
69% ** 55%

Visitors’ Perceptions of Mokupapapa Discovery Center

TRASH

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Visitors’ Perceptions of Mokupapapa Discovery Center

Who was more likely to stop at the MAP?
**

93%
76%

of men
of women (68% of women with kids vs. 84% of women without kids)

**

88%
76%

of adult-only groups
of family groups with children (only 67% of local families stop here)

**

88%
76%

of people who talked with staff
of people who didn’t talk with staff

Who was more likely to stop at the SUBMARINE ROOM?
**

79%
54%

of families with children
of adult-only groups

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Visitors’ Perceptions of Mokupapapa Discovery Center

Who was more likely to stop at the COMPUTER SIMULATION?
++ 72%
60%
64%
51%

of young adults (age 18-29)
of families with children
of middle-aged adults (age 30-49)
of older adults (age 50+)

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Visitors’ Perceptions of Mokupapapa Discovery Center

B.2. Did visitors speak with staff?
OVERVIEW: About half of the visitors said they had talked with a staff member during the
visit, and this proportion was about the same among residents and tourists. People who
stopped to look at the map were most likely to speak with staff (or, among the people who
talked with staff, more of them were shown or used the map).
Did any staff or volunteer talk with you about the exhibits?

yes
no

Overall
53%
47%

Who was most likely to talk with staff?
**

57%
35%

++ 56%
42%

of those who stopped at the map
of those who didn’t stop here
of men
of women

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Residents
49%
51%

Tourists
56%
44%

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C. Reactions to the Exhibits
This section presents information about visitors’
opinions of the experience – ratings, what’s
worthwhile about the visit, what they enjoyed, and
what they would want to see again if they return to
the Center. The key findings are:
 Visitors’ ratings of their experience today
indicate a satisfying experience for most, and a
superlative for some (more people said it was
‘good’ than said it was ‘great’).
 Visitors gave higher ratings on the question of
“how worthwhile are these exhibits?”
Residents consider them to be more worthwhile
than tourists (repeat visitors may be more
loyal).
 The most appealing exhibit is the aquarium with
live fish – 43% like it best, and it was
mentioned most often as the exhibit people
would like to see again on a return visit.

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Visitors’ Perceptions of Mokupapapa Discovery Center

C.1. Ratings of the experience
OVERVIEW: About half of the visitors rated their experience at the Discovery Center as
“good,” 39% said it was “great,” and 13% said it was just “okay.” Families were somewhat
more likely than adults without children to give a rating of “great” (48% vs. 34%). When
asked to give a separate rating of how worthwhile these exhibits are, the ratings tended to be
higher, especially among residents (59% ‘high’ ratings). This finding suggests a sense of
loyalty among residents – they believe the Center is worthwhile and important even if it isn’t
a “wow” experience for them. People believe the exhibits are worthwhile primarily for the
educational value, although most of their explanations seemed general and vague.
Rate your experience today:
Overall
great
good
okay / fair

39%
48%
13%

Residents Tourists
41%
43%
16%

37%
53%
10%

Families

Adults

48% ++ 34%
44%
50%
7%
16%

How worthwhile are these exhibits
(on a scale of 1 to 10)? 2
High (9-10)
Medium (7-8)
Low (1-6)

52%
39%
10%

59% ** 45%
28%
49%
13%
7%

60%
33%
7%

48%
42%
10%

What’s worthwhile about them?
46%
15%
14%
10%
8%
6%
6%
6%
2%
4%
3%

educational, informative, interesting (general answers)
seeing the fish, the film, the photos, the beauty
ocean conservation awareness, learning about ecosystem issues
I learned something new (especially about island formation)
good for children
hands-on activities
general positive: well done, clear interpretation, accessible, awesome
it’s free
negative comment (needs more hands-on, no time to read)
other
blank, no answer

2

Interpreting visitors’ ratings on 10-point scales is based on years of experience with museum visitors, using
follow-up questions to ask what their ratings mean, or why they gave a particular number. Consistently over
time and a variety of settings, we have found that ‘9’ or ‘10’ means an excellent experience which is completely
positive, a ‘7’ or ‘8’ means a moderately positive rating which can be accompanied by some misgivings or notso-enthusiastic support, and a ‘6’ or lower number indicates a disappointing experience or one with substantial
misgivings. The highest ratings we’ve seen (national award winning, and very popular among visitors) have
been in the range of 75%-80% high ratings (9+10).

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Sample of answers: What’s worthwhile?
Educational, seeing the actual fish and beauty of wildlife in film
Educational
Teaching people about NWHI and species found there
Awareness of what’s happening in our oceans and islands
Explanations are quite good, and the layout
Lots of information
Learning about the environment and fish
Trash exhibits are good for awareness, albatross exhibit
I didn’t know what an atoll was
I like the fish, informative
We really love it here and we are regulars, the place is wonderful for kids
Overview and understanding of reefs and fish and what we saw in the water
Satellite map shows entire chain, very hands-on facility
It’s enough to bring my family back again
Kids get to see the aquarium, it’s free
Education
The pictures and information
Facts, understanding, some of the pictures show things that you wouldn’t see in person
Hands-on display
Inspires people to take care of the Hawaiian reefs and resources
It is worthwhile if you are devoted and want to read the information
I liked learning about the geology of the atolls and the Hawaiian Islands

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C.2. What people liked most
OVERVIEW: The aquarium with live fish is clearly the highlight of the visit. Other exhibits
(film, submarine, marine debris, map, kiosk) were also mentioned to a lesser extent.
What did you like the most here?
43%
14%
12%
11%
11%
10%
9%
4%
3%
2%
2%
2%
2%
9%

aquarium, live fish
film, video
submarine, Pisces, robotic arm
marine debris
map of Hawaiian archipelago
kiosk about island formation, volcanoes
information (especially about conservation issues)
everything
Hawaiian chanting, music
artistic mural
program room displays
photos, pictures
animal models, shark, ray, albatross
other (globe, peepholes, displays, geology, interactive, atoll, etc)

Sample of answers:
Aquarium, trash picture, how islands were formed
Aquarium, robotic arm
Aquarium
The examples and debris found
The displays
They were all great
Interpretation
Aquarium
Satellite map
Touch screens, video
Free admission
I like that it’s not too big, great for children, will come back again
The aquarium and the control room is fun
The aquarium and wall map
I like the fish tank
Aquarium, theater, the overhead sounds, replicas of shark
Trash displays to show people what we are doing to ocean
Room with the movie in it, the photos
Film about coral reefs
Hot spot kiosk
The detailed information
It teaches the kids why to recycle

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Visitors’ Perceptions of Mokupapapa Discovery Center

C.3. Repeatability of the experience
OVERVIEW: About three-quarters of the visitors indicated that they would like to see some
of the exhibits again (higher among residents, lower among tourists). Again, the aquarium
stands out as the exhibit people most want to see if they return.
If you came back again, is there an exhibit that you would like to see again or spend more
time at?
Residents Tourists
Families Adults
Overall
yes
no

73%
27%

83% ** 64%
17%
36%

80%
20%

71%
29%

(if yes) Which one?
30%
10%
10%
9%
5%
4%
4%
3%
2%
1%
5%

aquarium
submarine, robotic arm
film, video
all of them
map on wall
program room
marine debris
kiosk about how islands formed
suggestions (more hands-on, touch tank, more info about . . . )
mural, photos, models
other

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D. Perceptions of Interpretive
Messages
This section contains information about visitors’
perceptions of the main educational messages
presented in the Discovery Center. Did visitors
understand that these exhibits are about a specific
place, the Marine National Monument? Did
visitors get any conservation messages or ideas
about how they can help with preservation efforts?
Highlights of the results are:
 Few visitors understood that this Center is about
a specific place – only 3% mentioned the
Monument top-of-mind, and 11% named the
Northwestern Hawaiian Islands. However,
when presented with a statement, ‘this area is
already protected,’ many visitors (63%) thought
or guessed the exhibits did show that idea.
 Visitors clearly got some conservation
messages – such ideas were most frequently
mentioned as the main theme of the exhibits
(45% of open-ended responses). Also, when
given a list of seven themes and asked which
ones the exhibits explained, visitors most often
selected the two conservation-related themes:
‘human actions are affecting the NWHI’ and
‘fragile ecosystems.’ Most of visitors’
comments about negative human impacts
referred to trash and pollution, suggesting that
the marine debris display had a big effect on
visitors.
 The vast majority of visitors (80%) believe that
‘there is something you or I can do to benefit
the NWHI.’ Some people (44%) said that they
would likely behave differently as a result of
seeing these exhibits (e.g., recycle more, pick
up trash at the beach).
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D.1. Perceptions of the main idea
OVERVIEW: Conservation awareness was the top theme cited by visitors (45% “got” that
message). The next most cited theme was education about marine life. Only a small
proportion of visitors (8%) mentioned the NWHI or Monument.
What’s the main idea or theme of the exhibits here?
45%
30%
14%
11%
6%
2%
1%
1%

increase awareness about conservation issues (coral, trash)
educate about oceans, marine life
Hawaiian islands, how they formed, natural history
education
Northwestern Hawaiian Islands
National Monument, refuge
other
don’t know

Sample of answers:
Natural history of Hawaiian Islands
Trash in ocean, wildlife in Hawaii, very broad
Knowledge about NWHI
Preserving our marine life, also the coral
How islands were formed and the garbage
Fish
Education
Show people fish and be aware of the environment
Coral and sea health
The aquatic life
Hidden Hawaiian Islands
Educate the public
Teach tourists about natural beauty of Hawaii
How island chain was formed
Ocean education
The islands
Wildlife refuge in NWHI
Promote health of archipelago
Education about preservation
Ecological protection
Oceanography
Education on the ocean, Hawaiian Islands and animals

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Visitors’ Perceptions of Mokupapapa Discovery Center

D.2. Did people understand that it’s about a specific place?
OVERVIEW: Most visitors (59%) thought the exhibits were about Hawaii or the Pacific, in
general. Some said it was about the Hawaiian Archipelago or Hawaii. Only 11% identified
the Northwestern Hawaiian Islands as the subject of these exhibits, and 3% referred to the
marine sanctuary.
Did you think the exhibits here were about a specific area or place or were they about
Hawaii and the Pacific in general?
Saw
Didn’t
Residents Tourists
Map
See
Overall
specific place
Hawaii and Pacific in general

41%
59%

39%
61%

(if specific) What place?
13%
11%
9%
3%
2%
2%
1%

Hawaiian Archipelago, islands
Northwestern Hawaiian Islands
Hawaii
national monument, marine sanctuary
atolls
other
don’t know

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42%
58%

45% ** 22%
55%
78%

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Visitors’ Perceptions of Mokupapapa Discovery Center

D.3. What did visitors find out about the Northwestern Hawaiian Islands?
OVERVIEW: Most visitors (60%) claimed that they knew of the NWHI before coming to
the Center. Awareness is higher among residents and repeat visitors compared to tourists and
first-time visitors. Most visitors (61%) said they had learned something interesting or
surprising about NWHI from these exhibits. Visitors mentioned surprise/interest in the
marine debris, how the islands were formed, and how large an area it is, among other things.
These exhibits are intended to be about the Northwest Hawaiian Islands – a chain of small
islands. Had you heard of that name before?

yes, heard of it
no, haven’t heard

Overall

Residents Tourists

60%
40%

77% ** 43%
23%
57%

Repeat

1st-time

74% ** 49%
26%
51%

Did you find out anything interesting or surprising about the NWHI from these exhibits?

yes
no

Overall

Residents Tourists

61%
39%

53% ** 69%
47%
31%

Talked
w/ Staff

66% ++ 52%
34%
48%

What?
13%
12%
9%
8%
7%
7%
3%
3%
2%
2%
3%

marine debris, how animals are affected
how islands formed, what’s an atoll, erosion
how expansive an area, how far north it extends
existence and location of these islands
abundant wildlife, different fish, facts about animals
how many islands there are
unique ecosystems, each island is unique
history, WWII, Midway
human history, cultural aspects
protected area
other

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Didn’t
Talk

Visitors’ Perceptions of Mokupapapa Discovery Center

Sample of answers (find out anything interesting or surprising about NWHI?)
The trash in the ocean was interesting, albatross stomach contents
I didn’t realize the expanse and how far it went
Battle of Midway
Names of fish and what is native to Hawaii
I didn’t know what an atoll was
Marine debris
That the atolls are there and eroding away and getting smaller
There are more islands than I thought
Baby bird that died and turtle that got caught in the net
Age of the islands
Isolation of the islands
I didn’t know there was a unicorn fish
The formation and geology of the Hawaiian islands (hot spot)
I didn't realize there were so many coral reefs
They are protected
More detail on the NWHI
There's concern about the health of the coral reef ecosystem in that region
Just how each one is its own little universe
That they stretched all the way to Russia
Pile of trash, amazingly shocking
How large of an area it actually is
Didn’t realize they go so far north
I didn't know there were that many islands
The bird guano history in the islands
The Laysan eggs, I had no idea that they harvested them
That these islands existed
The satellite view of where they are
The geological formation
The names of them
The movies of the NWHI, Midway is part of island chain
The problem with trash in the ocean and on the islands, in the bird’s stomach
The volcano right off the coast is just underground
I didn’t realize how many fish there were
How sacred and untouched they are
There is a lot of litter
Diverse ecosystem
That they support 54% of the apex predators

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Visitors’ Perceptions of Mokupapapa Discovery Center

D.4. Perceptions of various interpretive themes
OVERVIEW: Visitors’ perceptions of interpretive themes were also assessed using a list of
topics (a different approach from open-ended recall 3 ). Nearly everyone thought the exhibits
showed ‘how human actions are affecting the islands.’ Other frequently recognized themes
were ‘fragile ecosystems’ and ‘unique species.’ The least noticed topic was ‘people have a
long history in NWHI.’ Hawaii residents showed higher awareness of the theme ‘a sacred
place with cultural significance’ compared to tourists. The idea that ‘this area is protected’
ranked fifth out of the seven topics, indicating that this message is less salient (the marine
debris display has a great impact on visitors’ perceptions, and it’s probably hard to conceive
how this area could be protected and covered with trash at the same time). Some audience
segments were more likely than others to understand about the safe haven: repeat visitors
(70%), men who looked at the map (80%), and people with graduate school education (75%).
Which of these ideas or themes did the exhibits show and explain?
Overall

Residents Tourists

Human actions today are affecting the NWHI

92%

94%

90%

About fragile ecosystems

83%

83%

82%

Whether there are unique species in the NWHI

77%

75%

78%

How an Hawaiian atoll is formed

68%

66%

69%

That this area is already protected, a safe haven

63%

64%

62%

It’s a sacred place with cultural significance

62%

70% ** 53%

That people have a long history in the NWHI

55%

58%

51%

Who thought exhibits showed SAFE HAVEN?
**

70%
56%

of repeat visitors
of first-time visitors

**

80%
58%
34%

of men who saw the map
of women who saw the map
of people who didn’t look at the map

**

75%
56%
66%
46%

of graduate school educated
of college graduates
of people with some college
of high school educated

3

Lists of suggested answers help visitors to recognize ideas that they may not have been able to articulate or
think of in a ‘top-of-mind’ way. Such recognition is a legitimate measure of their thoughts and perceptions, but
it does also lead to some guessing and possibly over-representation of the effectiveness of the interpretive
experience.

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Visitors’ Perceptions of Mokupapapa Discovery Center

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OVERVIEW: If they recognized the theme ‘fragile ecosystems,’ visitors were asked to
define it. About one-quarter expressed a clear understanding that a fragile ecosystem is more
vulnerable to change or human activity than other ecosystems in general. Some people
mentioned negative impacts such as trash or loss of species. Some people said coral were
fragile (“because they break easily if you step on them”).
What does fragile ecosystem mean, in terms of an island? (if yes to ‘fragile’; n=172)
24%
22%
18%
14%
11%
8%
4%
2%
5%
4%

sensitive, vulnerable to human impacts
affected by trash, pollution
needs to be protected, threatened by human activity
coral reefs
potential loss of species: coral, birds, fish
balanced system, interconnected, food chain
eroding, breaking up
impacted by invasive species
other
blank

Sample of answers
Bird populations
The food chain
The Monument, having to be a monument
Humans are impacting
The animal are affected by pollution and trash that hurts them
Beaches could be deteriorating, land is developed by humans
The coral reefs and their interconnectedness to everything
They're threatened
The ocean and pollution
Our impact on that ecosystem
There are many things that can jeopardize the health
Pollution affecting the reef
The balance is finely tuned, so if you take a predator away it will affect another animal
Marine pollution tangling up the animals
Easily ruined
Any change, even the slightest, can have effects
Resources are limited & loss of them shows up faster
That is threatened by humans and climate change
Coral is sensitive
Friendly ecosystem, where all species survive, on the brink of endangered
The coral reef and its balance
Erosion of an island, impacts of others close to it
If one thing goes it's going to affect something else
Conserve, Hawaii is a unique place, species found only here
Breaks easy, corals
Vulnerable to humans, trash and natural erosion
If not looked out for it could be damaged and disappear

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Visitors’ Perceptions of Mokupapapa Discovery Center

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OVERVIEW: People who identified the theme of ‘human history’ were asked to explain
what they had seen about this topic. About one-third gave general answers about Hawaiians
living there a long time ago, one-third cited some specific information (e.g., WWII,
Kumulipo, guano mining, Polynesian influences), and one-third couldn’t think of anything.
What kind of history would that be? (if yes to ‘people have a long history’; n=114)
28%
14%
11%
9%
8%
8%
7%
30%

people lived there long ago, early Hawaiian culture
WWII, Midway
spiritual, sacred, place of worship, Kumulipo
fishing, guano mining, egg & feather collecting
Polynesians
travel, navigation, ship wrecks
other
blank

Sample of answers
Midway was used before the war
People lived there
Hawaiian people
Battle of Midway, harvesting eggs, shipping ports
Picture of artifacts, early Polynesians
Religious, spiritual, traditional navigation
Worshipped there
WWII, roots go way back - Hawaiian history
Research there
Chanting
Ancient Hawaiian
Military bases
Ship wrecks and guano mining
Polynesian history
The natives, how they would navigate
Voyages, Hawaiians in area
Cultural-some areas of special significance
Hawaiian culture and artifacts
Midway atoll, Kalakaua's exploration for the Hawaiian kingdom
The World War II history
The war and bird feathers for hunting
Early settlers lived in the NWHI a long time ago
Polynesian influence
Because of the Kumulipo
Kapunas used to take care, fishing the reefs
Symbiotic relationship with nature
People lived on the islands a long time ago

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Visitors’ Perceptions of Mokupapapa Discovery Center

D.5. Understanding human impacts on the islands
OVERVIEW: Most visitors (67%) agreed with the idea that human activities may have both
positive and negative effects on the islands, while 30% thought human impacts would be
entirely negative. Residents and tourists had similar perceptions. The marine debris display
obviously had a big impact on visitors because “trash” and “pollution” dominated people’s
examples of negative influences. In terms of positive impacts, visitors cited educational
efforts (at the Discovery Center), that people are trying to preserve nature, and the volunteer
clean-up efforts, among other things.
Do you think that human actions affecting those islands would be:

almost all negative
almost all positive
some negative, some positive

Overall
30%
3%
67%

Residents
38%
2%
70%

What kinds of negative impacts are you aware of?
56%
32%
15%
8%
7%
4%
4%
3%
3%
2%
2%
8%
2%

marine debris, trash
pollution
overfishing, hunting
damaging coral
cruise ships, boats, tourism
land development, habitat destruction
invasive species
global warming
overpopulation
military actions, bombs, airfields
lack of respect for animals
other
blank

Sample of answers
Trash problem in ocean
Marine debris
What people are doing to the ocean
Trash, non-biodegradable plastics
Litter
Pollution, destruction of native plants, overpopulation
Environmental degradation
Fishing, harvesting, tourism
Waste, destruction of coral reefs
Sewage problem
Destroying habitats and species
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Tourists
31%
5%
64%

Visitors’ Perceptions of Mokupapapa Discovery Center

What kinds of positive impacts are you aware or?
28%
25%
22%
11%
9%
7%
6%
3%
3%
7%
9%

education, awareness, this center
trying to protect, conservation
clean-up efforts, pick up trash
research
National Preserves, sanctuaries
turtle recovery program, restoring native habitat
rules and regulations about fishing, etc.
coral etiquette
recycle, don’t litter, no plastic
other
blank

Sample of answers
Scientific exploration is showing us the need for conservation
Clean-up efforts in NWHI, reducing trash
People trying to protect it
You can educate people on cruises about protecting the area
Education centers like this
Turtle recovery projects, clean-ups, nature reserves
That people are aware of the environmental degradation
Conservation
Clean-ups
Protecting the animals and trying to keep it clean
Just leave it alone
The research going on and learning about the marine and bird life
Making it a National Monument, stopping fishing
Cleaning up, rebuilding, rules and regulations
Educating the public
Preservation

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Visitors’ Perceptions of Mokupapapa Discovery Center

Understanding human impacts (continued)
OVERVIEW: Eight out of ten visitors thought that something could be done to benefit the
NWHI, but only four of ten thought they would be likely to change their own behavior. The
primary suggested activity was education (the role of the Center), followed by basic actions
such as recycling or picking up trash.
Is there anything that you or I could do
for the benefit of the NWHI?
yes
no

Overall

Residents

Tourists

80%
20%

82%
18%

78%
22%

44%
56%

49%
51%

39%
61%

Are you likely to do anything differently
after seeing the exhibits here?
yes
not really

What?
Could
do
30%
12%
12%
9%
6%
6%
3%
3%
3%
2%
<1%
<1%
3%

Likely
to do
11%
9%
5%
4%
4%
0
3%
2%
0
<1%
4%
2%
2%

educate, raise awareness
recycle
pick up trash, volunteer, join clean-ups
no littering, don’t throw trash at beach
respect nature, protect, preserve (general answers)
support educational centers and research
avoid plastics
other specific ‘green’ actions (organic, lower consumption, etc.)
leave it alone
responsible fishing, enforce regulations
don’t step on the reef
move here, visit NWHI, explore reefs
other

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Visitors’ Perceptions of Mokupapapa Discovery Center

Sample of answers
Cut down on waste, less consumption
Reduce our trash, recycle more
Clean-up effort
More education
Volunteer
More money to National Parks
Educate others
Promote need to clean it up
Leave it alone, end tourism
By cleaning up and not throwing trash
More publicity, more trash cans
Protecting nature
Exhibits to increase awareness
Recycle
Support conservation
Continue to teach the youth
Awareness
Dispose of trash responsibly
Tell people not to stand on reef
Teach our children not to litter
Continue recycling
Respect the environment

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Visitors’ Perceptions of Mokupapapa Discovery Center

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D.6. Do visitors have additional questions?
OVERVIEW: About one-quarter of the visitors had additional comments or questions at the
end of the interview. Some wondered about the Discovery Center (who runs it?), some had
specific informational questions about the content, and some gave suggestions for exhibits
(e.g., touch tanks).
Do you have any questions about any of this?
Questions about interpretive content/exhibits (themes: human inhabitants, animals, island
formation, trash, etc.)
What kind of human history in the monument?
Are all of the islands inhabited? Can you visit?
Are there people who live up there now?
Where is the Polynesian influence?
Turtle populations, ...everywhere, are they going up?
When do the banded coral shrimp in aquarium come out?
Movie room, wingspan of all
Where is the information on the turtles?
How do islands sink, geologically?
How long until new island is on the surface?
Where is the garbage patch? Show tectonic plates on map
Where is the island with all the trash?
Are they protected?
Yes, what is guano?
More explanation of wall map in relation to large wall mural
Is this protected area larger than the great barrier reef?
Questions about the Center /NOAA
Who funds center? How long has it been here?
How old is discovery center?
What exactly is the center about?
Who is paying for this?
Who runs this place?
Who runs this?
Who's funding this? Can you dive?
How are you funded?
How long has NOAA fisheries been in service?
How long has Mokupapapa been open?

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Suggestions about the exhibits (themes: more hands-on for children, more live animals, etc.)
No, but need more fun stuff for children
More hands on stuff for kids, touch screens and tanks
More hands on stuff for kids like the sub
More for kids, everything seemed to be above their heads
When will you have more tanks?
More real ocean life, more live things
Touch tank
Share beach clean-up information
Maybe more on cultural significance
More about Hawaiian people and their history
More about the formation of the coral reefs
Robotic arms not always working?
More information on the island formation
More about the fish and coral
Maybe some films of what it's like on the islands
More plastic fish displays like at Lyman and identification
Put a sign on the back door

Research Report by People, Places & Design Research