The Study of Identity and Brand Design for Communication Rail Tourism Khao Luang Local Life in Nakhon Si Thammarat Province
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Abstract
This research aims to study the identity of Khao Luang's local lifestyle for rail tourism brand design in Nakhon Si Thammarat Province and to design a Khao Luang local lifestyle rail tourism brand in Nakhon Si Thammarat Province. This research used participatory research techniques, employing in-depth interviews and focus group discussions with 40 purposively selected participants within a 10-kilometer radius of five railway stations. These participants included members of the public, stakeholders, and academics. The research instrument used was a semi-structured interview form, which was reviewed for consistency by experts. The data were analyzed using inductive analysis.
Research Findings 1) Interviews with informants revealed that the Khao Luang local lifestyle within a 10-kilometer radius of five railway stations (Thung Song Junction Station, Na Bon Station, Khlong Chandi Station, Chawang Station, and Then Pho Station) possesses a distinctive local identity. Natural attractions include Khao Soon and Nan Chon Waterfall; cultural attractions include the Siam Kammajon Old Building, Sam Po Kong Shrine, and the Na Bon Chinese Community; and ecotourism attractions such as the Pru Ajai Community Ecotourism and Khao Luang National Park. The research also found that relevant information for rail tourism brand design consisted of: a brand name (Khao Luang Local Rail Tourism), a mascot symbolizing a train or lucky animal, and a color scheme with red representing the train, green representing nature, and gold representing Buddhism. 2) The synthesized information was used to design a rail tourism brand communicated through three formats: logo, mascot, and graphics.
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