OPINIONS OF TOURISTS TOWARDS AYOTHAYA FLOATING MARKET REVITALIZAION GUIDELINES TO PROMOTE TOURISM IN PHRA NAKHON SI AYUTTHAYA DISTRICT PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

This study aims to propose a way to revive Ayothaya Floating Market in order to promote tourism in Phra Nakhon Si Ayutthaya District, Phra Nakhon Si Ayutthaya Province. The sample in the study included 400 tourists who came to travel at Ayothaya Floating Market in Phra Nakhon Si Ayutthaya District, Phra Nakhon Si Ayutthaya province. A questionnaire with checklist items and a rating scale with 5 score level (1 = least, 2 = less, 3 = moderate, 4 = more, and 5 = most) was used for data collection. The research tool was assessed in terms of content validity and reliability. The data were analyzed in terms of percentages, means, and standard deviations. The results of the study were as follows. First, in terms of projects that should be developed urgently, tourists agree, that a program to develop entrepreneurs’ awareness of COVID-19 should be organized to provide guidelines for the recovery and prevention of the pandemic. The program to help the entrepreneurs become more aware of COVID-19 can increase the pandemic prevention standard, which will allow them to apply the knowledge they will gain to their everyday life as well as their business. The program will also help increase tourists' confidence in traveling to the floating market. Second, with respect to activities in the floating market, most tourists agreed that boat trips were safe for them, so there should be this activity to increase tourists’ confidence. Also, the work efficiency of the entrepreneurs with respect to boat safety should be increased. Boat trip activities should also be interesting so that they can attract more tourists in the future. Third, in terms of advertising media, most tourists agree that advertising and tourist information signs were clear and user-friendly. There should be more advertising media so that tourists can learn about the floating market from the signs and decide to travel to the floating market.