The Model for Managing Cultural Community Flea Market for Tourism Khao Khao Sub-district, La-ngu District, Satun Province

Abstract

This research aimed (1) to study the tourists’ needs in establishing the cultural community flea market for tourism, (2) to investigate the components of the management of the cultural community flea market for tourism, (3) to evaluate community’s potential in establishing the cultural community flea market for tourism, and (4) to present the management model of the cultural community flea market for tourism. This integrated research study consisted of quantitative research in conjunction with qualitative research. The data sources were from the tourists, the local habitants, and the representatives from related organizations. The research instruments consisted of questionnaire, interview, and workshop. The questionnaire was analyzed using descriptive analysis for mean and standard deviation. The interview and the workshop were studied by analyzing the contents of the data.

The results showed that (1) the tourists’ need of product, price, purchase channel, and marketing channel were at high level. (= 4.23, SD = 0.57) (2) The factor of establishing the cultural community flea market for tourism consisting of planning, organizing of leadership role, and controlling were at high level. (= 4.31, SD= 0.59) (3) The community had potential in producing qualified agricultural products. The community’s location located closely to the main famous tourist attractions of Satun Province. The local people wanted to develop to be community-based tourism and Satun Province has a policy to support the community-based tourism. Finally, (4) the model for managing cultural community flea market for tourism consisted of the operational planning, establishing an operational committee, including the evaluation of the operation which created the acquisition of learning to continue improvement and development.