Abstract
Wildlife education in modern zoos has developed beyond its traditional role as entertainment and has become an important medium for delivering conservation messages, particularly for endangered species such as the Sumatran elephant. This study aims to describe the implementation of the Sumatran elephant education program at Solo Safari as a conservation communication medium, analyze the role of elephants in improving visitors’ understanding, and identify the impact of the program on visitors’ experiences and conservation awareness. This research employed a qualitative approach with non-participant observation. The informants consisted of two elephant keepers and four Solo Safari visitors. Data were collected through non-participant observation, semi-structured in-depth interviews, and documentation. Data analysis followed the interactive model of Miles, Huberman, and Saldaña, including data condensation, data display, and conclusion drawing and verification. The results show that the Sumatran elephant education program effectively conveys conservation messages through the role of keepers as conservation ambassadors. Educational activities provide information about elephant characteristics, extinction threats, ecological functions as “forest farmers,” and the medical purposes of training and conditioning processes. Visitors experienced increased knowledge, shifting from general perceptions of elephants toward deeper understanding of their ecological roles, conservation status, and physical characteristics. The program also created emotional engagement, encouraging concern, attachment, and pro-conservation intentions among visitors. This study concludes that effective wildlife education is supported by meaningful interactions between keepers, animals, and visitors, creating cognitive and affective learning experiences that strengthen conservation awareness.