Designing a Mascot for University Sports Event: A Case Study of the 15th Sathorn Games at RMUTK

Abstract

This research aimed to 1) study and analyze data on the mascots from previous Sathorn Games, 2) design the mascot for the 15th Sathorn Games, and 3) assess satisfaction with the prototype mascot for the 15th Sathorn Games. A mixed-methods approach was employed in this research. The research instruments included semi-structured interview, a design appropriateness evaluation form, and a satisfaction questionnaire. In the qualitative research, interviews were conducted with 3 key informants selected through purposive sampling. In the quantitative research, the appropriateness of the mascot design was evaluated by 5 experts. Satisfaction with the mascot was assessed by 300 undergraduate students from Rajamangala University of Technology Krungthep in the academic year 2023. They were selected through purposive sampling. Data was collected online and analyzed using statistical methods including percentage, mean, and standard deviation. The findings were presented in descriptive form, supported by images and tables.

The study revealed that: 1) The current mascot design has strengths in its variety of shapes, alignment with the sports event, and eye-catching colors. However, its weaknesses include poor communication of meaning, lack of memorability, and unclear personality. Opportunities lie in its potential for promotional activities, while threats include its limited adaptability as a souvenir and the use of fragile materials. 2) Five mascot designs were created for the 15th Sathorn Games, named Yak Thai, Ton Sathorn, Kra-rok, Nong Technic, and Alien. The appropriateness evaluation by experts revealed that the mascot design named "Nong Technic" was the most appropriate, with an overall mean score in all aspects at high level (𝑥̅=4.06 , S.D.=0.21). 3) The satisfaction evaluation of the prototype by the sample group in terms of creativity, aesthetics, memorability, and practical usability showed a high level of satisfaction (𝑥̅=4.44 , S.D.=0.17).