An Analysis of the Communication of Provincial Identities in Mascots to Promote Tourism in Thailand

  • Suchada Wattanarak The University of the Thai Chamber of Commerce
Keywords: communication, identity, mascot, province, tourism

Abstract

This research analyzed the communication of provincial identities in mascots to promote tourism in Thailand through the conceptual frameworks of semiotic theory and identity concept. It is a qualitative research using an analysis of mascot components, an analysis of provincial identities that appear in the mascots, and in-depth interviews. The tools used consisted of a symbolic component analysis table with provincial identities and in-depth interviews.The sample group consisted of 23 mascots and 5 policymakers and mascot designers.Results of the study revealed that senders use mascots that are cute, friendly, and straightforward. Most of the senders use the encoding of sign in the icon level that looks like or resembles real objects to make them interesting and easy to understand. In addition, there is the encoding of sign in the index level that is reduced from real objects into patterns of costumes and accessories that make the mascots stand out. In terms of provincial identities, it was found that the meanings of the various symbols are transmitted in the dimensions of bringing up the distinctive identities of the province in seven aspects: 1) traditions and beliefs, 2) archaeological sites and antiques, 3) food and products, 4) famous tourist attractions, 5) costumes, 6) art and culture, and 7) other identities.

Metrics

Metrics Loading ...

Downloads

Download data is not yet available.

References

Bunchuwit, K. & Khruchit, W. (2018). A study of Kumamon's brand communication via online media. Journal of Communication and Management NIDA ,4(1),43-61.
Callcott, M. F., & Lee, W. N. (1994). A content analysis of animation and animated spokes-characters in television commercials. Journal of Advertising ,23(4), 1-12.
Chiemvisudhi,W. (2017). The sign and identity signification through the official
Olympic game emblem. Veridian E-Journal, Silpakorn University. 2017(1), 2077-2092
Chatchawan,P. (2015). “Siamese logos : The evolution of the Thai logos During the Rattanakosin period”. Veridian E-JournalInternational (Humanities, Social Sciences and arts) .8 (4) (January –June) : 236
Coemorry. (2018). About Coemory. [Official]. Retrieved August 26, 2020 from https://www.facebook.com/coemorry/
Dino Khon Kaen.(2019). 8th We love Khonkaen [Khon Kaen Province]. Retrieved August 28, 2020 from https://web.facebook.com/dinokhonkaen.th/photos/pcb.
1351644671664593/1351631931665867/?type=3&theater
Faculty of Humanities and Social Sciences.(2018). Smart and good people at FHS 2018 (Nong Phu Phan & Nong Phrae Ngam Mascot) [Phuket Rajabhat University].Retrieved August 26, 2020 from http://www.pkru.ac.th/huso/news-activities
Gotoknow.(2013). Good stuff Muak Lek District.(In Thai) ⌈ Muak Lek District Public Library Saraburi⌉.Retrieved October 8, 2020 from https://www.gotoknow.org
Kusuma.P, Dharsono .M, Marianto.D , and Guntur. (2019) .Analysis of Visual Mascot Cimahi City with a Semiotic Approach C.S. Pierce . 6th Bandung Creative Movement International Conference in Creative Industries 2019.
Lampang Endless Charm.(2019). Nong Cham welcomes YEC, young businessmen from chambers of commerce across the country. [Lampang Endless Charm]. Retrieved August 26, 2020 from https://web.facebook.com/CHARM.Lampang
Lankum Design. (2020).Phu tai ethnic in Kalasin province,Northeastern Thailand.(In Thai) ⌈Northeastern traditional dress ⌉. Retrieved October 8, 2020 from https://www.pinterest.com
Lukrak,S. (2016). A study of the design guidelines for mascot symbols, promoting local and provincial products of Thailand. MA Thesis, Bangkok: Suan Sunandha Rajabhat University.
Ministry of Culture.(2012) . Thai culture, community ties, 9 charms, cultural heritage 8, Thai ways and 84 routes.(In Thai) ⌈Culture Knowledge Center ⌉. Retrieved October 9, 2020 from http://www.thaiculture.in.th/
Mgronline.(2016).Amazing legend of Lamphun.(In Thai) ⌈Travel Together ⌉. Retrieved October 8, 2020 from http://www.mgronline.com
_______.(2020).Parade, sharing cute pictures! Dinosaur statue in the center Khon Kaen.(In Thai) ⌈Online Section Hot Share ⌉. Retrieved October 8, 2020 from https://www.mgronline.com
Molina, A., Gomez, M., and Martin-Consuegra, D. (2010). Tourism marketing information anddestination image management. Journal of Business Management, 4(5), 722-728.
Nairobroo. (2018). 5 must-visit places to pay respect to the Buddha image and see the history of Lopburi.(In Thai) ⌈ Travel ⌉. Retrieved October 9, 2020 from https://www.nairobroo.com/travel/5-attractions-lopburi/
Oppermann, M. (2000). Tourism destination loyalty. Journal of Tourism Research, 39, 78-84.
Peirce,C. S. (1955). Philosophical writings of Peirce. Selected and Edited with an Introduction by Justus Buchler. New York: Dover Publication.
Prungphong,P. (2014). Designing a mascot for a cultural event in Chiang Mai. Master Thesis, Chulalongkorn University.
Sookpatdhee,T. (2016). The mascots concept design to promote the image of the city tourism of Japan . Payap University Journal, 26(2), 17-31
Satyagraha, A. & Mahatmi, N. (2019) Study of Mascot Design Character As Part Of City Branding: Malang City.ULTIMART Jurnal Komunikasi Visual 11(2).6-14
Surfing around Thailand .(2018). Phu Wiang Dinosaur Museum visit the first dinosaur found in Thailand. Isaan Tourism .(In Thai) Retrieved October 8, 2020 from https://www. Surfing around Thailand.com
Thairath Online.(2018). First time in Thailand! Digital guide "Jor Bot" takes a tour of Lopburi and follows the footsteps of Buphonniwat drama.(In Thai) ⌈News release⌉. Retrieved October 9,2020 from https://www.thairath.co.th/news/local/1287491
Thamsongsana, M. (2014). A study of the success factors of creating Yurukyara,a case study of "Kumamon" and "Funasyi". Master Thesis, Faculty of Humanities Chiang Mai University.
Thawipakorn, T.(2015). Finding the origin of the chicken bowl.(In Thai) ⌈Eat and travel⌉. Retrieved October 9, 2020 from https: //40plus.posttoday.com/eatandtrip/19923/
Unseenthinthai. (2013). Rayong transforms a giant lady in the sea, Koh Samet pier along with the launch of the mascot "Maha Phin" travel ambassador ~ Surprise Rayong .(In Thai) ⌈Travel⌉. Retrieved October 8, 2020 from https://www.gotoknow.org
Zhang, J., & Marcussen, C. (2007). Tourist motivation, market segmentation and marketing strategies. Paper presented at the The 5th Bi-Annual Symposium of the International Society of Culture, Tourism and Hospitality Research.
Published
2021-01-26
How to Cite
WattanarakS. (2021). An Analysis of the Communication of Provincial Identities in Mascots to Promote Tourism in Thailand. Jurnal Komunikasi Pembangunan, 19(01), 1-12. https://doi.org/10.46937/19202133399