DESIGNING THE IDENTITY OF SUPHANBURI PROVINCE TO ALIGN WITH LOCAL IDENTITY AND THE EXPECTATIONS OF NEW - GENERATION TOURISTS

Abstract

The objective of this research was to develop guidelines for designing the identity of Suphan Buri province to promote tourism aligning with the cognitive behaviors of Generation Z tourists. This study employed a Research and Development (R&D) methodology consisting of three phases: 1) contextual study and local identity analysis via in - depth interviews; 2) visual identity prototyping utilizing the “Extract and Simplify” process to transform local symbols into minimalist geometric forms; and 3) evaluation and validation of perception and satisfaction with two sample groups: 10 design and tourism experts, and 200 Gen Z tourists.

Qualitative results revealed that Suphan Buri’s true charm lies in its “intangible heritage” specifically, the friendliness and sincerity reflected in the local accent. The researcher synthesized the “Friendly Heritage” concept to create minimalist prototypes: the “Smiling River” logo, loopless typography, and “Nong Nhoe,” a fish mascot adorned with a traditional woven pattern. Evaluation showed the highest satisfaction for this minimalist approach; the logo and typography received peak scores from experts (x̅ = 4.75 and 4.80) and Gen Z (x̅ = 4.68 and 4.72), respectively. Furthermore, 87.00% of the target group emotionally connected with the mascot effectively. In conclusion, reconstructing cultural representation by simplifying traditional motifs into minimalist aesthetics acts as a psychological mechanism that reduces cognitive load and fosters sincerity. Modern destination identity design should shift from literal physical representations to emotional core communication to generate Soft Power, enhance destination branding, and sustainably elevate the tourism industry.