Graphic Identity and Digital Cultural Mapping : Enhancing Cultural Tourism in Sing Buri Province

Abstract

This study aimed to 1) investigate and analyze cultural tourism data and local identity in Sing Buri Province to develop a graphic identity system for design applications; 2) design a digital cultural map to promote cultural tourism in Sing Buri Province; and 3) design and develop community products for pilot entrepreneurs along designated tourism routes. A Research and Development (R&D) methodology was employed in combination with a creative design process, conducted across three stages. First, the graphic identity system was developed through qualitative data collection and content analysis to synthesize local community identities. Second, cultural information was analyzed to construct a digital map based on brainstorming sessions involving 50 participants, comprising representatives from government agencies, academic institutions, and local enterprises. Participants were selected through purposive sampling to prioritize the province’s distinctive cultural assets, which were subsequently incorporated into the digital map using Augmented Reality (AR) technology. Third, community product prototypes were developed and evaluated; their suitability was assessed by five experts, while satisfaction was evaluated among 100 tourists and buyers selected through convenience sampling.

The findings revealed that 1) local history, culture, traditional wisdom, lifestyle, and key resources were successfully synthesized into a regional graphic identity; 2) the digital cultural map systematically interconnected information on tourist attractions, historical sites, and cultural heritage along the tourism routes; and 3) the organic rice and sun-dried snakehead fish product prototypes achieved the highest level of suitability, with mean scores of 4.64 (S.D.=0.51) and 4.60 (S.D.=0.53), respectively. In terms of consumer satisfaction, the first design of the sun-dried snakehead fish product and the fourth design of the rice product received the highest ratings, with mean scores of 4.58 (S.D.=0.50) and 4.72 (S.D.=0.45), respectively. These findings demonstrate that integrating cultural capital, design, and digital technology enhances local identity recognition and expands marketing opportunities for community-based enterprises