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

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.

In recent years, the global demographic structure has been undergoing a profound transformation characterized

by rapid population aging. The proportion of people aged 65 and above is expected to reach nearly 16% of the

world’s population by 2050 (Hernigou et al., 2024). This demographic shift has fueled the rise of the so-called

“silver economy,” in which elderly consumers increasingly shape patterns of demand across industries,

including tourism (Gu et al., 2021). The tourism sector, traditionally associated with youth and adventure, is

elderly users. This misalignment underscores the need for research on how design strategies can make coastal

cultural and creative tourism brands more inclusive and engaging for older audiences.

Cultural and creative tourism has emerged as a crucial driver of regional revitalization, cultural preservation,

and identity expression (Hua & Wangb, 2024). It transforms static heritage into interactive cultural products,

blending creativity and storytelling to enhance destination branding. Particularly in coastal regions, where

maritime heritage, folklore, and artisanal crafts coexist, creative tourism has the potential to revitalize local

economies while reinforcing cultural identity (Kalfas et al., 2024). Yet, branding practices in these contexts

often emphasize visual novelty, entertainment, and market competitiveness rather than inclusivity or user

empathy. For elderly tourists, who tend to prioritize emotional resonance, legibility, and comfort, such design

tendencies can lead to disengagement. They may perceive the brand environment as visually complex,

importance of accessibility, emotional well-being, and empathetic service design. Meanwhile, the field of

cultural and creative tourism has focused on how cultural symbols, storytelling, and design aesthetics

contribute to destination image and brand identity (Alidoust & Bosman, 2016). Despite these developments,

relatively few studies integrate these perspectives to explore how brand design strategies can simultaneously

convey cultural creativity and respond to the needs of elderly users. Most research has remained fragmented—

tourism scholars focus on traveler motivation, while design researchers emphasize aesthetics and symbolism,

leaving the intersection of aging, design, and brand communication underexplored.

In addition, destination branding studies have predominantly adopted marketing-driven models, such as brand

equity and image perception frameworks (Bick, 2009). These approaches, while effective in understanding

consumer perception, often overlook the role of design as a communicative medium that shapes multisensory

by proposing a framework that aligns design practice with the specific expectations of elderly tourists in

coastal creative contexts.

To address these gaps, the present study employs a qualitative interview-based approach to investigate how

coastal cultural and creative tourism brands can better engage elderly audiences through design. Semi-

structured interviews were conducted with two key participant groups: elderly tourists who have participated in

coastal cultural tourism, and professional designers or brand managers involved in tourism-related projects.

This dual perspective allows for a comprehensive understanding of both user experience and professional

design considerations. The interviews explore topics such as emotional connection to coastal culture, visual

preferences, perceived accessibility, and satisfaction with existing tourism brands. Through thematic analysis,

recurring patterns and insights are extracted to identify the core dimensions that define a senior-friendly brand

accessibility to consider emotional and symbolic dimensions of experience. Practically, the findings provide

actionable insights for tourism managers, brand strategists, and designers seeking to attract elderly visitors in

coastal regions. By translating user insights from interviews into design principles, the study contributes to the

development of age-friendly brand identities, communication systems, and tourism experiences that promote

emotional comfort, recognition, and belonging. Furthermore, by focusing on coastal cultural heritage, the

research supports sustainable tourism development that values both social inclusion and cultural continuity.

The rapid expansion of the global elderly population has led to the rise of a distinctive segment within the

tourism market known as senior tourism. This group is characterized by unique motivations, behavioral

patterns, and expectations shaped by age-related physical, psychological, and social changes. According to

The concept of senior-friendly design has become central to this discussion. Rooted in universal design and

inclusive design principles, it seeks to ensure accessibility, usability, and comfort for users of all abilities

(Zhang & Pan, 2021). In the tourism context, this translates into not only barrier-free infrastructure but also

sensory clarity, intuitive communication, and emotionally supportive environments. Lee et al. (2024)

emphasizes that age-friendly tourism should engage elderly tourists cognitively and emotionally through

design that promotes dignity, confidence, and autonomy. Recent studies have extended this idea to include

digital accessibility and visual legibility in tourism branding (Fabisiak et al., 2021). However, much of the

existing literature still focuses on physical accessibility and service adaptation, with limited attention to

aesthetic and emotional design elements that shape how elderly individuals perceive and connect with a

tourism brand. Addressing these perceptual and affective dimensions through thoughtful design is crucial for

observation, cultural and creative tourism encourages active participation and co-creation, allowing tourists to

experience culture as a living, evolving process. Duxbury and Richards (2019) argue that creativity serves as

the bridge between tangible heritage and contemporary expression, enabling destinations to sustain

authenticity while appealing to modern audiences.

In coastal regions, cultural and creative tourism takes on distinct spatial and cultural characteristics. Coastal

destinations often integrate maritime culture, fishing traditions, folk festivals, and marine ecology into creative

tourism narratives. For example, the integration of local crafts, seafood culture, and coastal art installations

contributes to unique brand identities that distinguish one region from another. Studies by Suriyankietkaew et

al. (2025) indicate that such destinations can strengthen cultural resilience and community participation by

embedding creativity into tourism development. However, while the aesthetic and symbolic value of coastal

Destination branding has become a key strategy for building competitiveness in the global tourism market. It

involves creating a distinct identity and emotional image that differentiate a destination from its competitors

(Agapito & Lacerda, 2014). Traditional models of brand equity focus on cognitive processes such as

awareness, image, and loyalty, but contemporary research increasingly emphasizes experiential and emotional

dimensions. Experience Economy theory suggests that successful brands offer memorable experiences rather

Design plays an essential role in this process. Visual identity systems—such as logos, typography, and color

schemes—serve as semiotic tools that communicate a destination’s personality and values. Furthermore,

narrative design and storytelling reinforce cultural authenticity and emotional resonance. However, most

applications of inclusive design within destination branding remain scarce. This study therefore integrates

creative tourism.

clarity, legible typography, and clear wayfinding emerged as key determinants of positive experiences. Beyond

physical accessibility, the elderly also expressed a desire for cultural enrichment and relaxation, describing

travel as a means of maintaining vitality and learning about heritage. Several participants highlighted that they