Applying Design Innovation and Cultural Identity to the Development of Graphic Design and Souvenir Products for Promoting Cultural Tourism in Sing Buri Province DOI:

Abstract

This research aimed to investigate the application of design innovation and the cultural identity of Sing Buri Province in the development of graphic styles and souvenir products. The study focused on integrating local identity into design practices and evaluating user satisfaction with the resulting designs. A mixed-methods approach was employed, combining qualitative and quantitative research. In the qualitative phase, data were collected through fieldwork using structured interviews with three design experts. The information was analyzed alongside relevant theories and documents to develop visual design elements, including mascot forms, typography, graphics, packaging, and souvenir product formats that reflect Singburi's cultural identity. In the quantitative phase, purposive sampling was used to select 100 participants, including tourists, designers, and individuals interested in design. A rating scale questionnaire was used to assess satisfaction, and data were analyzed using descriptive statistics and a one-sample t-test to compare the mean scores against the midpoint value of 3.50. The results showed a high level of satisfaction across four aspects: interpretation of local identity ( = 4.76, S.D. = 0.05), graphic design ( = 4.71, S.D. = 0.12), product design ( = 4.71, S.D. = 0.09), and marketing with cultural relevance ( = 4.71, S.D. = 0.02). The overall results indicated a statistically significant level of satisfaction higher than the midpoint at the 0.05 level, confirming the effectiveness of incorporating Sing Buri’s cultural identity and design innovation in the creation of graphic styles and souvenir products.