Research on Communication Strategy of Refusing Animal Performance Concept in Nanjing Hongshan Forest Zoo Based on STEPPS Model

Abstract

To change the phenomenon of making profits from animal performances and causing harm to animals, Nanjing Hongshan Forest Zoo took the lead in proposing to cancel animal performances. The zoo has gradually attracted many visitors with the concept of refusing animal performances and has developed into a popular tourist attraction. Studying how Nanjing Hongshan Forest Zoo attracts visitors and arouses discussion with the idea of refusing animal performances is of great significance to the development of animal exhibition areas in China and even the world. The particularity of Nanjing Hongshan Forest Zoo inspires the establishment of nationwide word-of-mouth. In this study, the STEPPS model is used to analyze how Nanjing Hongshan Forest wins word-of-mouth and gets out of trouble through the communication strategy of refusing animal performances and focuses on five principles of the model (there are six principles in total) to put forward suggestions for the future development of the zoo. The study has reference significance for the development of other zoos and animal-related institutions, and it can promote the protection of more animals in China and even the world to a certain extent.