The Development of a Business Model for Local Fishing Tourism and the Promotion of Consumption of Estuarine Fish, with the Involvement of the Communities in the Songkhla Lake Basin

Abstract

The Songkhla Lake Basin is composed of three water systems: saline water, brackish water, and freshwater. This diversity in the aquatic environment results in a high level of biological diversity and important resources, particularly the estuarine fish, which possess unique characteristics in terms of taste and quality. The majority of the communities in the Songkhla Lake Basin rely on traditional fishing as their way of life. The objectives of this research were to analyze the targeted environmental conditions and to develop a model for the local fishing tourism industry and promote the consumption of the estuarine fish. This was done through a SWOT analysis and the development of a collaborative business model between researchers and the communities in the Songkhla Lake Basin, utilizing the Business Model Canvas framework. The study involved a sample group of 50 participants, including community leaders, stakeholders, and tourists. The research results provided a model for the development of local fishing tourism and the promotion of consumption of the estuarine fish, which can be applied appropriately to the context of the area. Additionally, policy recommendations have been proposed for development in six areas: attraction factors, tourism activities, management, information and communication, tourism facilities, and community organizations. These recommendations aim to enhance and elevate the potential of local fishing tourism and the consumption of the estuarine fish, ultimately attracting a growing number of targeted tourists to the area on a sustainable and continuous basis.