Kachatham: Creating Media to Promote Morality and Ethics for Tourists in Thai Elephant Conservation

Abstract

This study pursued three objectives: (1) to examine Buddhist virtues derived from elephants in Theravāda canonical texts; (2) to develop ethics-promoting media for tourists engaged in Thai elephant conservation; and (3) to analyze dissemination strategies for such media. A Participatory Action Research (PAR) design was employed. Qualitative data were gathered through documentary analysis of the Pāli Tipiṭaka and commentaries; in-depth interviews with 10 Buddhist experts/monastics and 10 elephant-conservation practitioners and mahout-community members; and a focus group with 10 tourists. Data were analyzed by qualitative content analysis and inductive synthesis to generate context-appropriate knowledge and media prototypes.

Findings revealed that (1) elephants function as symbols of key Buddhist virtues—giving (dāna), heedfulness, patience, gratitude, and self-sacrifice—appearing across Jātaka tales, the Buddha’s biography, the Seven Auspicious Jewels, the 108 auspicious emblems, and the Buddha’s victorious deeds, thereby embodying social and spiritual value as highly auspicious beings. (2) Media development drew on beliefs, roles, and values of elephants past and present, resulting in three formats—leaflet, poster, and short video—conveying compassion, responsibility, gratitude, and self-sacrifice with coherent messaging designed to raise awareness and motivate sustainable tourist participation in elephant conservation. (3) Effective dissemination requires an integrated, multi-channel strategy: online (social media, websites, blogs, influencers, and online advertising); on-site (activities at conservation centers, exhibitions, and workshops); network partnerships (state, private sector, communities, and temples); and educational routes (curriculum integration, youth camps, and online learning), coupled with ongoing evaluation and iterative refinement.

A key contribution is the ELEPHANT Model, an acronym outlining a systematic process for ethics-promoting media: Ethics Integration (Buddhist and universal virtues); Learning through Stories (Jātaka-based narratives); Engagement with Communities; Participatory Media Design; Harmony Promotion (human–elephant–nature balance); Awareness Raising; Nature Connection; and Tourism Sustainability. The model integrates Buddhist studies, creative media design, and responsible tourism management in a coherent framework.