GUIDELINES FOR THE DEVELOPMENT OF FLOATING MARKET TOURISM FOR THE CREATIVE ECONOMY THAI FOOD CULTURE OF BANGKOK AND ITS VICINITY

Abstract

This research aims to study (1) the behavior and satisfaction of tourists visiting floating markets, (2) the relationship between entrepreneurs and tourist behavior in relation to the creative economy, and (3) the development strategies for floating market tourism to promote the creative economy through Thai culinary culture. This study employs qualitative research methodology, collecting data through in-depth interviews with 21 key informants, consisting of (1) tourists, (2) floating market entrepreneurs, and (3) experts in tourism development and Thai culinary culture from three well-known floating markets: Don Wai Floating Market, Taling Chan Floating Market, and Khlong Lat Mayom Floating Market. Data were analyzed using content analysis and inductive analysis to identify key themes and insights.

          The research findings revealed that.

1. Tourists prioritize food taste (95%), market atmosphere (92%), and cleanliness (90%) as the main factors influencing their decision to visit floating markets. However, facilities (76%) and travel convenience (82%) are aspects that still need improvement.


2. Floating market entrepreneurs recognize that Thai culinary storytelling (85%) significantly adds value and attracts tourist interest. Nevertheless, they face critical issues such as high raw material costs (78%) and limited access to online markets (65%), which hinder the development of the creative economy.


3. The strategies for developing floating markets to enhance the creative economy through Thai culinary culture should emphasize supporting Soft Power through Thai cuisine (96%), promoting the use of digital technology (92%), and improving floating market infrastructure (90%), which are essential for increasing the competitiveness and sustainability of floating markets as cultural tourism destinations in the future.