Potential Factors to Promote Sustainable Tourism of Bang Nam Pheung Floating Market, Amphoe Phra Pradaeng, Samut Prakan

Abstract

This research aimed to 1) studies the potential factor of sustainable tourism of Bang Nam Pheung Floating Market in the term of 7Ps marketing mix factor. 2) Examine the participation of the local community of promoting the research site. The research was a quantitative research with two sampling groups. The questionnaires will be collected from 400 Thai tourists and 100 local communities. The research data are analyzed by using descriptive statistic including frequency, percentage, mean, standard Deviation and Chi-square. The hypothesis testing will be done on the inferential statistic: T-test, ANOVA or F-test to determine the statistical significance at 0.05. The research found that 1) the majority of sampling group was female with the average age between 25-30 years old and educational background is bachelor degree level .Most of them are private sector employee with the average salary 20,000-50,000.The trip frequency is once a year. The most significance Marketing Mix factors are: price, process, and product, place, physical evidence, promotion and people accordingly.  2) The research of the second sampling group indicated the majority was male with the average age between 30-40 years old. The marital status is marriage with the bachelor degree educational background and the average length of stay at Bang Nam Plueng is 5-10 years. The most significant factors is community benefit sharing follow by the taking part in decision making, the project implementation and evaluation. They suggested to have the project leader who has the strong will and who be able to working with the public resource on the budget management, meeting venue providing d as well as being the project advisor. This study benefited to 1) presents the guideline information to the government authority for promoting the tourism of the research area. 2) Provide the data to the public resources for the tourism development plan and to increase the local participation.3) the case can be a guideline for the business owner to development and create the new tourist product.