A Study on Graphic Design Approaches to Create Added Value for Souvenirs to Promote Community-Based Tourism in Thonburi Old Town, Bangkok Yai District, Bangkok

Abstract

This research aimed to study guidelines for graphic design to enhance the value of souvenir products for promoting community-based tourism in the Old Town area of Thonburi, Bangkok Yai District, Bangkok. The research employed a design-based research approach, including questionnaire surveys and focus group discussions. The study involved 415 participants for the survey of opinions and cultural identity elements, and 205 participants for the satisfaction evaluation of the designed products.

The findings revealed that (1) the key cultural symbols of the area include Wat Arun (Temple of Dawn), the Old Royal Palace, and the Giant Guardian statue at Wat Arun, which are distinctive identities of the Old Town area of Thonburi; (2) souvenir products should reflect the visitor experience and possess cultural significance; (3) applying creative graphic design to product development enables a clear communication of the area's identity, leading to the creation of prototype products such as logos, badges, mugs, bags, and T-shirts; and (4) the satisfaction evaluation of 205 participants (including 5 experts
and 200 local residents and tourists) indicated a very high level of satisfaction, with the overall average rating across three key aspects—identity/design, aesthetics, and functionality—ranging from 4.54 to 4.74