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Guideline for Sustainable Tourism Management and Improvement:
A case study of Amphawa floating market at Samut Songkhram, Thailand
Charatorn Pensawang
*Student, Tourism Management Program, International College, Suan Sunandha Rajabhat
University, Nakhonprathom, Thailand.
E-mail: S6023452002@ssru.ac.th
Abstract
This study examines the perception of behavior and satisfaction of Thai tourists at Amphawa
floating market. This is aimed to explore behavior and satisfaction of Thai tourists and
formulate guideline for tourism management and improvement of Amphawa floating market.
The research applied both quantitative and qualitative method with distributed 100
questionnaires. Sampling group in this research is Thai tourists traveling to Amphawa
floating market whereas interview forms are given to interview with local entrepreneurs. The
study found that the behavior of Thai tourists in Amphawa floating market travelled to relax
with family and visit more than 3 times. The average cost per visit to Amphawa floating
market is one to two thousand Baht.The study of satisfaction of Thai tourists at Amphawa
floating market found that most of them were satisfied.
Keywords: Sustainable Tourism, Management, Improvement, Thai Touists, Amphawa
floating market, Samut Songkharm Province.
Introduction
Amphawa floating market, opened on weekends, is located in Samut Songkhram province. It
is a famous for tourist attraction and has a unique Thai identity, which draw immense
attention from tourists. The selling points are the waterfront lifestyle and rare culture. The
market also provides learning resources for both Thai and foreign tourists. Their number is
increasing rapidly. Therefore, Amphawa floating market is rapidly growing without direction
and effective control. Many impacts happens to the floating market, causing problems such as
transportation, clarification of routes, accommodation, parking, activities, services, facilities,
facilities, convenience, environment, including natural resources, and many more. Current
management cannot meet the needs of tourists in all aspects. Of course, tourists have different
tastes and habits, causing a variety of needs.
Literature Review
Research on "Sustainable Tourism Development of Nhanmoddang, Phatthalung Province"
The study found that the number of tourists entering the area should be limited. This will help
prevent the area too tight to reduce the number of car accidents and increase the number of
rooms and rooms. Parking should be suggested for sustainable tourism activities, although all
stakeholders must work together to protect the environment. The environment of
Nhanmoddang. Local government officials still lack knowledge about sustainable tourism
development. Therefore, both the public and private sectors should educate local people
about sustainable tourism concepts and persuade local communities to participate in tourism
management for tourism, which will benefit all parties. Local people should be aware that
tourism is an asset and should therefore help to conserve (Chanjira Sukbanjong , 2016)
Sustainable Tourism Development at The Sai-Noi Floating Market through Community
Participation, found that the merchants participated in the low level, with the participation in
acknowledging and studying the problems the most. That different income merchants have
different levels of participation in people, different in planning and participation, in
participation. The study of the problems of the participation in the people, the planning and
the participation in the monitoring and evaluation were not different. The research of the
attitude of tourists found that the tourists have the attitude towards the SaiNoi market.
Moderate level, with the tourists' attitudes about transportation and facilities being the most
good.( Kanlyakorn Sawangphol , 2016)
A study of sustainable tourism management in Klongkone Community mueng District,
Samutsongkharm province, found that people with different gender, age, education, status,
occupation, and income have different opinions on tourism development in the community.
Communities have made Khlong Kone communities change and become more prosperous.
There are various types of tourism management, as well as building facilities or utilities to
facilitate the tourists or people in the community, However, found that tourism Resulting in
greater benefits to the economy of the community, causing the community to develop tourism
to meet the needs of Tourist groups generate income, such as people in the community who
are newly employed and employment in the community.(Suthee Sertsri, 2014)
Guidelines on Sustainable Tourism Development at The Lakha Community on The Banks of
Damnoensaduak Canal in Samutsakhon and Ratchaburi Provinces found that the tourists
focused much on Marketing Mix factors as a whole and on factors of personnel, place or
distribution, process, physical environment, price and product, but only medium emphasis on
promotion factor. The hypothesis tested was found that tourists who had different personal
factors of age, education and occupation had emphasis on difference factors on the Marketing
Mixed Factors. The community emphasizes on planning, meeting, and formulating the
regulations for the community in tourism. Government agencies in the area emphasis on
nature conservation and tourist destination development plan formulation including how to
maintain the qualities of the environment and the tourist satisfactions and especially spread
the benefits throughout the community and The guidelines on the development of the tourism
in the area emphasis on the marketing mixed factors that tourists demand and the
participation of the people in the community and most of all the government agencies should
provide some regulation to preserve the quality of the attractions and services in the
community. (Nittaya Ngamyingyong , 2017)
Sustainable tourism development guidelines for Amphoe Mueang, Prachuapkhiri khan
province showed Amphoe Mueng Prachuap Khiri Khan are high potential of tourism
resources, low cost of living, the provision of and amenities and accommodation. The
weaknesses include accessibility and transportation, marketing plan and public relations of
the area. The opportunities include opened Dan Singkhon crossing border for Myanmar and
Thai trading. The treat was tourism stakeholders' lack of understanding in sustainable
development. The guidelines of sustainable tourism development a plan to create an
outstanding identity to the destination. (Nattaya Bootyu , 2014)
Guidelines for Developing Tourism Activities and Destination for Sustainable found that the
municipal Amphawa distric was determined the policy for developing and unhurriedly
achieve,step by step and continuity activities for simple to direct management and able to
control.Because of the Amphawa floating market was suddenly growth rapidly without
direction and there was no the measure to efficiently control.For the suggestion,since the
municipal Amphawa distric is a small-sized municipality therefore, they obtained the limited
budget and the mostly income originate from the tourists. As for the Amphawa floating
community,there will be the policy to participate with vendor association, community leader
and the Amphawa lover’s community listen to the trouble by each other side for solve the
problem and sustainable floating market development. For the planning of floating market in
the future, there are more plans : to expand footpath and will plan to open daily, not only on
Friday, Saturday and Sunday. By the way,system should develop. Cost and product quality
must control for the better way and sustainable tourism development at Amphawa floating
market.(Tanatcha Ritdej , 2015)
These various researches, it can be used as a guideline in conducting this research, especially
in drafting questionnaires. Because the questionnaire needs to be based on the guidelines
from various reports and methods from these researches
Research methodology
As this research is aimed to formulate practice guideline for sustainable tourism management
and improvement in the case of Amphawa floating market, Samut Songkhram province by
analyzed data from tourists and local entrepreneurs, the research applied quantitative method
as detailed: 1) Questionnaire to study behavior and satisfaction of Thai tourists towards
Amphawa floating market.2) in-depth interview with local entrepreneurs.
Results
In the part of tourist behavior, most of them visit the market more than 3 times and travel
with family by private car. The purpose of visit is to relax and a cost per trip is around 1,001 -
2,000.
Table 1 Satisfaction of Thai Tourist
No
Satisfaction
Mean
SD
Level of
Importance
1.
Cleanliness of tourist attractions.
4.03
0.703
Satisfied
2.
Identity and way of life of floating market.
4.26
0.676
Satisfied
3.
Atmosphere and environment.
4.22
0.733
Satisfied
4.
Cleanliness of the restroom.
3.92
0.800
Satisfied
5.
Parking is convenient and sufficient for tourists.
3.88
0.856
Satisfied
6.
Shops / restaurants / souvenir shops are diverse and
sufficient for tourists.
4.27
0.737
Satisfied
7.
Seating area for recreation.
3.99
0.703
Satisfied
8.
Space for littering in the tourist area
3.89
0.790
Satisfied
9.
Information signs are clear and easy to understand.
4.13
0.706
Satisfied
10.
The ease of travel to the floating market.
4.17
0.739
Satisfied
11.
Convenient transportation and safety.
4.00
0.876
Satisfied
12.
Advertising is an interesting activity.
3.97
0.758
Satisfied
13.
Safety in the sights.
4.01
0.859
Satisfied
14.
Staff are very helpful.
3.92
0.800
Satisfied
Total average
4.0471
0.74757
Satisfied
The satisfied Thai tourists who travel to Amphawa Floating market. Each of the factors is
divided into 5 levels which are Very satisfied, Satisfied, Medium , Dissatisfied , Very
dissatisfied. Factors related to the level of Satisfaction of Thai tourists who travel to
Amphawa floating market in general are agree with total average score of 4.0471 (a full score
of 5). considering in each aspect, Considering in each aspect it was found that all factors were
important such as Shops / restaurants / souvenir shops are diverse and sufficient for tourists
(Mean = 4.27).It mean the thai tourist is Very satisfied for this topic,and are in order as
follows : Identity and way of life of floating market(Mean = 4.26) ,Atmosphere and
environment(Mean = 4.22) It is the top three most satisfied tourists, respectively.
In-depth interviews The Local entrepreneur
No.
Question
Boat Business Owners
Accommodation Business
Owners
1.
Is it sufficient to
support tourists
and services to
tourists?
There are enough tourists to support,
because at present, in the Amphawa
Floating Market, there are a lot of people
in the community who are the boat
business. Therefore does not affect the
business because it is supported by other
boat owners in the community.
In the accommodation business,
there is support during festivals or
on weekdays. There is sufficient
support because there are many
accommodations for tourists.
2.
Are people in the
community
involved in
tourism services?
People in the community are also involved
in customer service, for example there
may be agreements regarding tourist
service plans. Deal or price promotions to
attract customers and most people in the
community will have a career and income
from the floating market.
People in the community are
highly involved in tourist services
in many ways. Because in the
housing business, people in the
community are brought to work to
help people in the community earn
income and people in the
community have knowledge about
the way of life and local
knowledge, which in the
accommodation business can bring
people in the community to create
Activities at the accommodation
such as massage, activities from
local knowledge. To attract
customers.
3.
Does community
collaboration
affect your
business?
Have personally positive impact; the boat
business employs people in the
community. In order to generate income
and rely on various expertise in each area
of the people in the area to benefit both
the people in the area, entrepreneurs and
tourists, because they will receive clear
and safe information and services.
The collaboration of the people in
the community has a great impact
on the business, such as word of
mouth. Introducing
accommodations to tourists.
4.
How is the
management of
places and
activities for
tourists?
Management is on weekdays, it is easy to
manage and convenient.
However, there may not be enough
support during festivals or holidays.
Customers are organized by booking a
queue or call to reserve for fair
management.but management in the
festival, if there are too many tourists to
support Will also coordinate with other
boat businesses to take care of customers
Because there are many boat businesses in
Amphawa floating market Make the most
of sufficient support and easy
management
For the most part, management in
a residential business is already
systematic. Makes it easy to
manage guests' stay But if in the
case of a long holiday such as New
Year, there may not be enough
support for customers who walk in
to stay There will be public
relations news on the website in
order to distribute news to
customers in advance.
Conclusion
The results found that most tourists traveling to Amphawa floating market in Samut
Songkhram Province. Most of them are single female from the age between 18-25 years old.
Their education is below bachelor degree. They are freelance with average income per month
10,001-20,000. In the part of behavior, respondents visit the market more than 3 times with
family by private car. The most purpose of visiting is to relax and a cost per visit is around
1,001 - 2,000. Overall, there is satisfaction with all topics.
Discussion and Recommendation
Demographic data of Thai tourists, Amphawa floating market, Samut Songkhram province,
suggest that most female aged between 18-25 years travel with family to relax From the
above information, it can be seen that the result shows that this floating market is very
popular among Thai tourists who are a family group. This Amphawa floating market has
many activities to do, both in religious-related activities. Or creative activities suitable for
people of all ages and places that are also knowledgeable about history as well as important
places to rest near the capital of Thailand as well ,Recommendations for those interested in
conducting research on Amphawa floating markets in the future, recommendations for the
development or treatment of natural resources Because of surveying the area Amphawa
floating market trades on both land and water, causing pollution in many ways to natural
resources. Therefore would like to advise on the treatment of natural resources
Acknowledgement
The data shown in the paper result from a Guideline for Sustainable Tourism Management
and Improvement :A case study of Amphawa floating market at Samut Songkharm,Thailand
This research was supported by Ms. SiripenYiamjanya and my sincere thanks to my advisor,
Ms. Supaksiri Prakancharoen for her invaluable help and constant encouragement throughout
the course of this research.
REFERENCE
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Guidelines for Developing Tourism Activities and Destination for Sustainable Tourism of
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