A Study on Social and Cultural Contexts to Graphic Art Design for Promoting Community-Based Tourism: A Case study of Samchuk 100-Year Market, Suphan Buri Province

Abstract

This article aims to study the social and cultural context of Samchuk Market, Suphanburi Province, and analyze and synthesize the local culture and community identity based on data collected through observations and interviews with entrepreneurs, community members, and tourists. The findings led to the design of contemporary art symbols to promote tourism. The study revealed that: 1) Samchuk Market has a distinctive architectural identity, including well-preserved wooden row houses and Sino-Portuguese architecture, reflecting the context of a Thai-Chinese trading community; 2) The community possesses valuable local knowledge in food preparation, food preservation, and ingredient selection, which has been passed down through generations, representing important local wisdom; 3) The application of contemporary design elements, such as creating symbols, color schemes, patterns, and cartoon characters, as well as designing food-oriented tourism activities, can enhance the market’s image and foster positive attitudes towards the market. The project can be extended in real-world applications to promote tourism and preserve cultural values, local wisdom, and the good traditions of the community.