A Study of the Characteristics and Locations of Landmarks Enhancing the Perception of Phayao as a Learning City

Abstract

City branding is a crucial strategy for enhancing a city’s attractiveness, promoting tourism, and increasing local income. Phayao Province, which has been recognized by UNESCO as a Learning City, should be more widely promoted as a city that fosters lifelong learning. One effective means of communicating urban identity is through the creation of an urban landmark that embodies and conveys the city’s character. This research aimed  1) to propose design guidelines for an urban landmark that promotes Phayao as a Learning City, and 2) to suggest site selection guidelines for the placement of a new urban landmark in Phayao Province. The research instruments included a questionnaire and an interview form developed from a review of related literature and previous studies. The sample consisted of 100 residents who had lived in Phayao Province for at least two years. They were divided into two groups: 1) participants who had previously engaged in activities related to the Phayao Learning City project, and 2) residents and visitors using the study area along Chai Kwan Road, which served as the primary research site. Data were collected through questionnaires, interviews, and focus group discussions, and were analyzed using descriptive statistics. The findings indicated that the characteristics of the proposed urban landmark should reflect Phayao’s local culture and distinctive symbolic elements, including the peacock, King Ngam Mueang, Wat Si Khom Kham, water hyacinth handicrafts, fermented fish (Pla Som), and the lotus flower. The most suitable location for the new urban landmark was identified as the multipurpose plaza of Phayao Municipality on Chai Kwan Road. The study further suggests that the urban landmark should be designed as a contemporary semi-abstract sculpture with simplified forms. In addition, it should incorporate learning-related information through QR codes linked to a knowledge database, thereby providing comprehensive access to information about Phayao as a UNESCO Learning City.