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This chapter presents a case study that examined the narratives told about elephants at tourist venues in Phuket, Thailand, and what these narratives communicate to Thai and foreign tourists as appropriate beliefs, values and actions regarding elephants. The observed attractions in Phuket presented narratives centred on eight themes regarding elephants: anthropomorphism and zoomorphism, commercial uses of elephants, conservation and ethical treatment of elephants, danger, interactions with elephants, science, religion and history. Four recommendations are offered for narratives about elephants.

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