Community Identity Design through Souvenir Products and Public Relations Media for Tourism: A Case Study of Bang Muang Subdistrict Municipality, Bang Yai District, Nonthaburi Province

Abstract

This research studied 1) local cultural identity and 2) product design development in Bang Muang Community, Bang Yai District, Nonthaburi Province as well as 3) tourist responses to the use of design identity in local tourism public relations. Qualitative research was done to study history, local lore, identity, and architecture. Data was gathered by sample group interviews, observation, in-depth expert interviews, survey, and participatory study among Faculty of Fine and Applied Arts, Dhurakij Pundit University students. 

Results were that community identity conveying local culture was divided into site reminders, including riverside houses, temples, and riparian lifestyles, and communicating the local personality of friendliness, rural charm, refreshing happiness, optimism, and nostalgia.

Product design direction, souvenir product development, and graphics comprised: 1) a logo for Bangmuang Subdistrict municipality products; and 2) six souvenir product categories: t-shirts, textile bags, wall clocks, table-top wooden calendars, keychains, and refrigerator magnets as well as four public relations video clips of attractions, such as local lore in food flavors, desserts, and crafts (wooden boat models).

These findings suggest that new images should be created by using community identity imagery through a grid-based system design process and applied to souvenir product design for easy and efficient access. The design process and output may be further developed into revenue-generating products. The community may use lessons from design creations to further promote Bangmuang Subdistrict community identity.

Keywords: Souvenir products, Identity, Bangmuang Community, Graphic design, Grid system