APPLICATION OF WAT PHO HERMIT EXERCISE CULTURAL IDENTITY IN ART TOY-BASED MASSAGE OIL PACKAGING DESIGN FOR PRODUCT VALUE ENHANCEMENT

Abstract

This research aimed to 1) Examine concepts, theories, and the cultural identity of Wat Pho’s hermit exercise (Rue-si Dat Ton), 2) Apply identity from the examination to develop massage oil packaging in an art toy form, and 3) Evaluate consumer satisfaction toward the packaging of massage oil packaging in an art toy form with identity of Wat Pho’s hermit exercise (Rue-si Dat Ton). A mixed-methods research design was employed. The samples consisted of five design experts who were selected through purposive sampling, and two groups of consumers, including 35 shop owners or staff selling traditional Thai massage oil in the Phra Nakhon district, and 35 groups of Thai tourists visiting Wat Phra Chetuphon Wimon Mangkhalaram Ratchaworamahawihan, Bangkok, with 1 representative in each group, totaling 70 people, selected through convenience sampling. Research instruments included a packaging design evaluation form and a consumer satisfaction questionnaire. Data were analyzed using percentages, means, standard deviations, and t-tests. The findings revealed that packaging design should be aligned with theories of cultural identity, symbolic design, perceived value, and experience design. Currently, massage oil products lack identities, distinctiveness, and effective communication of cultural value, limiting their potential for value enhancement. The development results indicated that the Thai cartoon hermit-inspired art toy packaging was the most appropriate, as it clearly conveyed cultural identity while maintaining contemporary appeal. The satisfaction evaluation showed that both consumer groups shared similar perspectives, although differences were found based on user context, with tourists emphasized experience, usability, and convenience, whereas sellers focused on cultural value and commercial potential.