Exploring Character Design Strategies for Enhancing Cultural Identity and Tourism Appeal in Pattaya City

Abstract

The "Pattaya Waves" character design serves as a crucial tool for enhancing Pattaya’s
economic growth by strengthening its brand identity and appeal in the global tourism market. By embodying the city’s unique heritage and vibrant atmosphere, the characters “Rompad” (Lom Pat) and “Roma” (Uncle Dolphin) offer a fresh representation that resonates across generations.This character-driven approach positions Pattaya as a distinctive destination, encouraging tourists to engage with the city on a more personal level.
Research involving 100 participants—experts, students, designers, and tourists—demonstrates high satisfaction with the design’s effectiveness in communicating Pattaya’s image. By attracting increased interest, this initiative has the potential to drive higher tourism rates, thereby generating significant revenue for local businesses and services. The character design not only enriches Pattaya’s cultural narrative but also strategically impacts its financial landscape, underscoring the importance of innovative visual branding in fostering long-term economic benefits for the city.