THE STRATEGIES FOR SUSTAINABLE TOURISM DEVELOPMENT OF CULTURAL FLOATING MARKET: A CASE STUDY FLOATING MARKET SAMCHUK, SUPHAN BURI PROVINCE.

Abstract

The objectives of this research are aimed at: studying key factors emphasized by tourists at Sam Chuk Floating Market in Suphan Buri Province; and studying factors of strategies for sustainable development of Sam Chuk Floating Market in Suphan Buri Province. The research was conducted in two parts: 1) quantitative method in which a questionnaire on key factors attracting tourists to Sam Chuk Floating Market was distributed to tourists. As the number of research population was not exactly specified, the researcher applied Cochran’s formula (W.G. Cochran,1977) to obtain a group of 384 samples; and 2) qualitative method in which the researcher conducted an in-depth interview with 15 samples including the Sam Chuk Market Development Board, shop owners in Sam Chuk Market and tourists to analyze sustainable development.

            Research findings were that:

1. The level of satisfaction of tourists towards tourist attraction factors of Sam Chuk Floating Market including tourism resources, safety, infrastructures, facilities, souvenirs and public relations and advertisement. The analytical result found that tourists had the highest satisfaction in the market’s souvenirs, followed by tourism resources, and they had the lowest satisfaction in facilities.

2. Following an analysis on sustainable development, Sam Chuk Market had a strong community which consisted of Thai-Chinese residents working as merchants. In 2000, the community participated in turning the sluggish market into a popular tourist site that attracted tourists every day. The market was managed by the community-elected board and each director voluntarily worked for the market without any compensation, leading to the market’s good governance. The board’s key management factors were to ask for community participation and give all shops an opportunity to participate in all market activities. Therefore, the market had a well-balanced management in all 3 aspects, namely, economy, society and environment. In terms of economy, the local people generated income from tourism, and in terms of society, they had more understanding and generosity. In addition, there were stringent rules and regulations on maintenance of the main resource that was market buildings. For example, anyone who desired to renovate his/her shop shall keep the same traditional style, even the building colors because Sam Chuk Market was awarded Sam Chuk Community and 100-Year Old Market Conservation Project. In terms of environment, the market had desirable environment and created sustainable strategies including: 1. maintaining buildings and market in an active traditional market; 2. management based on good governance; and 3. expanding Sam Chuk Market network to nearby communities and other old traditional floating markets.