Graphic Design to Communicate Handicraft Identity to Promote Cultural Tourism; Case Study Handicraft in Chiang Mai Province

Abstract

This article titled “Graphic Design to Communicate Handicraft Identity for Promoting Cultural Tourism: A Case Study of Handicrafts in Chiang Mai Province.", Aims to 1) Investigate the identity of each type of handicraft works that can be communicated through graphic design elements and particularly in the field of traditional handicrafts 2) To provide graphic design guidelines that communicates the identity of handicraft and 3) To develop graphic design prototypes that communicate handicraft identity for promoting cultural tourism, Chiang Mai province. This study used a mixed-methods approach to its investigation, which combined qualitative and quantitative research methodologies, along with graphic design. Data was collected from 2 groups: Group 1) consisted of experts who conducted in-depth, semi-structured interviews. Subgroup 1.1) consisted of 5 Chiang Mai handicrafts experts. Subgroup 1.2) consisted of 3 graphic design experts. Group 2 consisted of 398 Thai tourists who had experienced cultural tourism. The frequency distribution, percentage, mean, and standard deviation were used in the data analysis.

The research summarizes the graphic design guidelines that can communicate the identity of handicrafts that consist of 8 groups, classified by the types of handicrafts found in Chiang Mai province which are wood carving, pottery, umbrella making, woven fabric, silverware, lacquerware, weaving, and Lanna lantern. These guidelines provide a comprehensive set of answers for designing handicrafts that effectively communicate their identity. The study analyzed and synthesized the data, condensed the findings, and used the conclusions as graphic design guidelines to produce a prototype. The target group's satisfaction level with these prototypes was then tested. The research suggested that based on data analyzed and summarized, the identity of traditional handicrafts in their unique local materials and local beliefs, which are specific to the community. These identities cannot be replicated in general handicraft graphic designs intended for wider audiences. As a result, designers who want to include local identities into their work will need to collect more data to enhance the conclusions of this study.