Songkhla Old Town Architecture and Storytelling on Canvas: the Process of Knowledge Integration through Storytelling as Cultural Heritage Value and Sustainable Design

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Tinna Udom
et al.


The purpose of this research was: 1) to research and develop the process of fabric design to create cultural heritage values with the concept of storytelling, 2) to propose a model of integrating fabric design and storytelling to create cultural heritage values through the products of study areas, and 3) to assess fabric patterns and souvenir identity and satisfaction by evaluating the suitability of the pattern and product styles from design experts, residents in the Songkhla old town, and research samples by using questionnaires and interviews.   

Research findings indicated that the overall satisfaction of fabric pattern design was at a high level (gif.latex?\bar{x}= 4.19) and that the satisfaction of souvenirs when considered in each product found that cloth was at the highest level (gif.latex?\bar{x}= 4.53), followed by hats and bags (gif.latex?\bar{x}= 4.40, gif.latex?\bar{x}= 4.23), respectively. The researcher laid out the guidelines for designing souvenir products for sale, and they must have beauty along with adding content about the old town’s architecture story, which is representative of Songkhla’s souvenirs. In order to help cultivate awareness of Thai cultural values, and be a part of the continuation of Thai culture for sustainability and modernity at the same time, products must respond to current market needs and be produced locally.

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How to Cite
Udom, T., & al., et. (2023). Songkhla Old Town Architecture and Storytelling on Canvas: the Process of Knowledge Integration through Storytelling as Cultural Heritage Value and Sustainable Design. Journal of Cultural Approach, 24(45), 44–56. Retrieved from
Research Article


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