The Tourist Satisfaction on Brand Identity Design of Creative Agriculture Community Enterprise, Bang Khonthi District, Samut Songkhram Province

Authors: Panupong Chanplin, Kathaleeya Chanda., Wilailuk Mepracha

Abstract:

The aims of this research were twofold: 1) to brand identity design of Creative Agriculture Community Enterprise, Bang Khonthi District, Samut Songkhram Province and 2) to study the level of tourist satisfaction towards brand identity design of Creative Agriculture Community Enterprise, Bang Khonthi District, Samut Songkhram Province. tourist satisfaction was measured using six criteria: clear brand positioning, likeable brand personality, memorable logo, attractive color palette, professional typography and on-brand supporting graphics. The researcher utilized a probability sampling method via simple random sampling. The sample consisted of 30 tourists in the Creative Agriculture Community Enterprise. Statistics utilized for data analysis were percentage, mean, and standard deviation. The results suggest that tourist had high levels of satisfaction towards all six criteria of the brand identity design that was designed to target them. This study proposes that specifically brand identity designed of Creative Agriculture Community Enterprise could also be implemented with other real media already available on the market.

Keywords: Satisfaction, brand identity, logo, creative agriculture community enterprise.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.3299341

References:

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[1] Scott Talbot & Jarom McDonald, The 7 key elements of brand identity design. (online). June 20th, 2016. https://www.lucidpress.com/blog/the-7-key-elements-of-brand-identity-design
[2] Will Hill, The Complete Typographer. London: Thames & Hudson Ltd, 2010.
[3] Nawee Priewjit, Natchanun Sombatpratan, and Patiwat Suriyo, Study and design for logo and community products by using the identity of Samet Ngam community for Baan Samet Ngam Mat handicraft center. Research foundation, Rambhaibarni Rajabhat University, 2010.
[4] Office of Traditional Arts, Logo design from Thai Arts. Academic seminar document of Getting to know Thai fine arts, “Traditional arts”, Bangkok: Suan Sunandha Rajabhat University, 2015.
[5] Kenneth E. Clow, Donald Baack, Integratd Advertising, Promotion, and Marketing Communications. Harlow: Pearson Education, 2014.
[6] SendPoints, Branding Element Logos 4. China: SendPoints Publishing Co., Ltd, 2017.
[7] Waijittragum, P, Visual Communication for Thai Halal Print Media. The International Journal of Design in Society, USA: Common Ground Publising. Volume 7, Issue 4; 2014.
[8] David Airey, 7 importances in logo design. Translated from Logo Design Love: A Guide to Creating Iconic Brand Identity by David Airey, by Hafis Benhawan. 2nd edition: New Riders Publishing, 2014.
[9] Araya Srikanlayanabut, Logo design. Creative Arts, Faculty of Fine Arts, Chulalongkorn University, Bangkok: Chulalongkorn University, 1998.