Enhancing Thailand's Creative Economy: Applying Andaman Sea Identity in Textile Design

Abstract

This study examined the distinct identities of the North and South Andaman Seas to guide textile pattern design that aligns with consumer preferences. Data were gathered through interviews with stakeholders from the Phuket and Trang Marine National Parks, field observations conducted via scuba diving, and a survey of 772 respondents (392 Asian and 380 European). The findings underscored differences in seawater color and marine biodiversity: the North Andaman Sea displays blue hues and deep-sea species like whale sharks and barracudas, while the South Andaman showcases greenish tones and species such as dugongs and dolphins. Consumer surveys indicated varied preferences: Asian consumers leaned toward abstract designs and monochromatic colors, while European consumers favored realistic, vibrant patterns. These insights into regional marine identities and consumer aesthetics lay the groundwork for developing unique textile designs, supporting Thailand’s economic growth and promoting its distinct natural heritage in global markets.