<![CDATA[This study aims to analyze the implementation of marketing strategies as well as value- and fairness-based pricing policies in supporting financial sustainability while maintaining the conservation functions of conservation institutions at the Surabaya Zoo, Ragunan Zoo, and Semarang Zoo. The study employs a mixed-methods approach with a sequential explanatory design, combining quantitative data collection through visitor surveys and qualitative data through in-depth interviews with management. The analysis shows that sustainable marketing strategies have a positive effect on perceived value, price fairness, willingness to pay, visitor satisfaction, and loyalty. The three studied entities demonstrate distinct characteristics and strengths, where the Surabaya Zoo excels in marketing diversification and non-ticket revenue, Ragunan Zoo excels in institutional capacity, and Semarang Zoo focuses on potential digital transformation. The study concludes that the sustainability of conservation institutions requires alignment between value-based marketing strategies and adaptive, fair pricing policies. This balance enables organizations to achieve financial self-reliance without sacrificing public accessibility or the core functions of education and wildlife conservation.]]>
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