Determinants Enhancing the Tourism Potential of Bang Phli Ancient Floating Market

Abstract

This research aimed to explore the factors contributing to the promotion of tourism at Bang Phli Ancient Floating Market in Samut Prakan Province. The study focused on four key dimensions: public relations, infrastructure, facilities, and community participation. Using a quantitative research method, data were collected from 400 Thai tourists through questionnaires. The findings revealed that all four factors significantly influence tourists’ decisions to visit the market. Among these, public relations emerged as the most influential factor, particularly through the use of social media and local storytelling. Infrastructure and facilities also played important roles in creating convenience and enhancing the overall experience. Furthermore, community participation in preserving culture and engaging with tourists added unique value to the destination. The results suggest that effective collaboration between government agencies, local communities, and private sectors is essential for sustainable tourism development at Bang Phli Ancient Floating Market.