Design Strategies for Coastal Cultural and Creative Tourism Brands Targeting the Elderly

Abstract

The rapid aging of the global population has led to the growth of a senior tourism market, in which older travelers increasingly seek comfort, cultural enrichment, and meaningful experiences. Coastal cultural and creative tourism, integrating local heritage, artistic expression, and participatory activities, offers significant potential to meet these needs. However, many existing coastal tourism brands emphasize youth-oriented aesthetics and commercialized design, often overlooking the accessibility, emotional engagement, and cultural relevance required by elderly visitors. This study adopts a qualitative, interview-based approach involving elderly tourists and professional designers to investigate how brand design strategies can enhance senior-friendly tourism experiences. Thematic analysis reveals critical dimensions—emotional resonance, cultural identity, usability, and participatory engagement—that inform a conceptual framework for designing inclusive, culturally authentic coastal tourism brands. The findings suggest that integrating user-centered design with destination branding can foster stronger emotional connections, cultural continuity, and sustainable engagement, ultimately promoting more inclusive, age-friendly tourism environments in coastal regions.v