THE DEVELOPMENT OF FLOATING MARKETS FOR PROMOTING COMMUNITY-BASED TOURISM UNDER THE NEW NORMAL IN SONGKHLA PROVINCE

Abstract

This research article is a qualitative study with three main objectives 1) To analyze the knowledge related to the development of floating markets for promoting community-based tourism under the new normal, 2) To develop floating markets for promoting community-based tourism under the new normal in Songkhla province, and 3) To establish a network of partnerships for the development of floating markets to promote community-based tourism under the new normal in Songkhla province. The researcher conducted in-depth interviews with 25 key informants, consisting of 4 floating market managers, 5 local leaders, 4 tourists, 5 consumers,
5 vendors, and 2 marketing scholars. The target group for action research included 3 floating market managers, 5 tourists, 10 vendors, 10 consumers, and 2 general citizens, making a total of 30 participants. The sample group was selected using purposive sampling, focusing on individuals related to floating markets and community-based tourism. The findings revealed that the development of the Khlong Hae Floating Market in Songkhla province significantly boosted the local economy after the COVID-19 pandemic by preserving cultural heritage, promoting tourism, and enhancing the economic value of the community. Key improvements included infrastructure upgrades such as road expansion, parking management, waterway cleaning, and increased market safety. Additionally, organizing tourism promotion activities helped enhance the market's appeal to tourists. Establishing a network of collaboration between government, private sectors, and the community was crucial for the sustainable development of the floating markets. This involved using mass media and social media for effective promotion, attracting tourist interest, and raising awareness and understanding about the floating markets, with a focus on community participation.