Designing Cooperate Identity for Phatthalung Province to Increase Tourism Potential

Abstract

This research aims to design and develop the identity of Phatthalung Province to enhance its tourism potential, with a focus on creating a design that reflects the province’s unique cultural, natural, and lifestyle characteristics. The study adopts the conceptual frameworks of Simon Anholt’s Place Branding (2007) and Location Branding to analyze and develop a distinctive and coherent provincial image that can be systematically applied in public communication and urban development. A qualitative research methodology was employed, involving literature reviews, in-depth interviews, and surveys conducted with key stakeholders, including government agencies, academics, entrepreneurs, and tourists.

The research findings led to the development of Phatthalung’s identity across four key components:
(1) Logo Design for Tourism Promotion – The logo incorporates elements of Nora art and key symbols of the province such as the purple swamphen (Nok I-Kong), the traditional Yok Yor fishing tool, and Khao Ok Thalu mountain, creating a strong visual identity suitable for tourism marketing campaigns.
(2) Provincial Colors Development – Purple and gold were designated as the primary colors to represent the province’s cultural richness and uniqueness, while five secondary colors (pink, orange, blue, green, and brown) offer flexibility for application in various contexts. (3) Pattern Design Specific to Phatthalung – Local elements such as krajood (woven sedge), lotus flowers, and Payom flowers were used as inspiration for pattern designs to be applied in local textile products, crafts, and promotional materials. (4) Character Design – The "Talay Noi water buffalo" was selected as the central character symbolizing the province’s wetland ecosystem. It was designed to be friendly and playful, suitable for souvenirs, promotional media, and tourism activities.  Evaluation results from the target groups indicated that the developed identity effectively reflects the image of Phatthalung Province and has high potential for use in tourism promotion. However, it is recommended that a Phatthalung Identity Manual be developed to standardize the application of the logo, colors, patterns, and character for consistent and sustainable implementation.