Sustainable Tourism Potential Development Model of Song Klong Floating Market, Taling Chan Temple, Taling Chan District, Bangkok

Abstract

This research employed a mixed methods approach to investigate the tourism potential and establish a model for developing sustainable tourism at the Song Khlong Floating Market in Wat Taling Chan, Bangkok. Data were collected through questionnaires administered to 400 tourists and were subsequently analyzed using statistical methods, including frequency, percentage, mean, and standard deviation. Semi-structured interviews were conducted with a group of 13 entrepreneurs and government agencies to gain deeper insights, and the collected data were analyzed using content analysis in conjunction with SWOT analysis.

The research findings revealed that the tourism potential of the Wat Taling Chan Floating Market is at a high level. When assessing each aspect, it became evident that area management and participation levels exhibited a high level, whereas the activity and process dimension demonstrated a moderately average level. The SWOT analysis of the tourism potential showed that the strengths are the area's historical significance, the unique waterside lifestyle, excellent transportation infrastructure, and the presence of tourist-supporting facilities. Additionally, the leaders and people in community displayed strong relationship, and the entrepreneurs are local people in the community. However, the weakness are the insufficient budget allocation for area development, infrequent organization of activities within the floating market, inadequate signage providing information for tourists, and a lack of knowledge dissemination for entrepreneurs. Opportunity is establishing cooperative networks with external agencies. Threat is the financial support from external agencies. Consequently, the model for enhancing sustainable tourism potential comprises four essential dimensions, the LAMP MODEL. These dimensions are the Landscape dimension (L), the Activity dimension (A), the Management dimension (M), and the Partnership dimension (P)."