City Branding : Uthai Thani City of Culture.
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Abstract
The objectives of this study were to 1) investigate the cultural context influencing image and condition of Uthai Thani province and 2) to provide the guideline for designing the image of Uthai Thani model, city of cultural aesthetics by focusing on the localities with outstanding cultural heritage the meet the UNESCO criteria. The data from literature review, focus group with the primary informers and the questionnaire on perception of the cultural image of tourists were used to synthesize, interpret and create the guideline for designing prototype products.
The results consisted of 4 parts which included (1) basic information, condition, cultural context. It was found that Uthai Thani have various outstanding cultural heritage. Most of them are in Muang district such as raft community, Wat Uposatharam, Wat Chantharam. The cultural heritage in other districts are such as rock paintings at Khao Pla Ra, Thai Krung woven fabric and folk songs of Baan Tha Pho.
(2) Opinion and perception of cultural image of the tourists. It was found that the most influential media are Internet website and social media and influential people are family members
and colleagues. The respondents were most satisfied and appreciated the cultural value of religious places, sacred places and lifestyles. Most of them perceived the value of concrete cultural heritage which included Wat Chantharam, Phra Buddha Mongkol Saksit, mondop on Khao Sakae Krang, the monument of Prapratom Borom Maha Chanok, respectively. The abstract cultural heritage included Tak Bat Devo, raft community lifestyle and ivory altar table, respectively.
(3) Personalities, keywords and abstract meaning, it was found that the image of Uthai Thani province consisted of 6 personalities such as natural style, classic style, clear style, dynamic style, elegant style and gorgeous style. The keywords from outstanding identities were replaced with abstract connotation and were represented by English letters A-Z to make it easier to use in design.
(4) The design was performed by using concepts and connotations that reflected the cultural image of Uthai Thani province.
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