Communicative Messages for Achieving Competitive Advantage in Tourist Souvenir Packaging Design
DOI:
https://doi.org/10.33193/eJHAS.24.2026.475Keywords:
Packaging Design, Tourist Souvenir, Communicative Messages, Competitive Advantage, Generative AI, Expo 2023 RiyadhAbstract
This study addresses the strategic dimensions of tourist souvenir packaging design, aiming to achieve a sustainable competitive advantage in Saudi Arabia for Riyadh Expo 2030. The research problem emerges from the absence of regional cultural characteristics in most packaging and the need to activate the designer’s role in supporting the tourism economy and national image. The methodology relies on "Design-Based Research (DBR) " through two paths: a descriptive-analytical approach to visual communication theories, and an applied-experimental approach employing generative AI as a creative partner to develop "dates" packaging as a case study. The research formulates five design guidelines such as cultural integration and sustainability and identifies key approaches for competitive advantage, including identity, storytelling, and augmented reality. The results confirm that integrating heritage with technical solutions raises the product's perceived value, transforming packaging into a silent communication tool that supports soft power and stimulates local and global purchase decisions.
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