Guidelines of rthe Development of Potential to Travel Way of Live Strong Community in Bang Phli District, Samut Prakan Province

Abstract

This research aimed to study: 1) the tourism potential based on local community identity to serve as a community database; 2) tourists’ opinions toward tourism potential based on community identity to support ecotourism standards; and 3) guidelines for developing the potential of strong community-based tourism. The research methodology employed a mixed-methods approach. Quantitative data were collected using questionnaires distributed to 385 tourists visiting the Bang Phli Ancient Market community. Qualitative data were gathered through a focus group discussion with 10 participants and in-depth interviews with 5 key informants, including government officials, community leaders, and local shop entrepreneurs. The research findings revealed that: 1) Bang Phli Ancient Market possessed significant tourism potential derived from its historical heritage, traditional riverside way of life, cultural identity, and local wisdom. Although the community was affected by socio-economic changes, it maintained strong potential for development into a community database to support sustainable tourism; 2) the overall tourism potential based on community identity in Bang Phli District was rated at a moderate level across all aspects; 3) regarding community market management, internal factors (strengths and weaknesses) were evaluated at a moderate level, whereas external factors (opportunities and threats) were perceived at a high level; and 4) the overall guidelines for developing the tourism potential of community markets in Bang Phli District were rated at a high level across all aspects. Based on these findings, it was recommended that the local community, market administrators, and local administrative organizations establish clear development guidelines and formulate a comprehensive community tourism development plan. Furthermore, existing public relations efforts were deemed insufficient; therefore, online communication channels should be expanded to promote local tourism more effectively.