A Participatory Development of Community-Based Water Tourism Management Model to Promote Cultural Identity and Tourist Services: A Case Study of Wat Sriwaree Noi Community Floating Market as the “Three Bangs Cultural Market along Both Sides of the Canal, Samut Prakan Province”

Abstract

This research aimed to: 1) analyze the strengths, weaknesses, opportunities, and threats related to the management of community-based water tourism at Wat Sriwaree Noi Community Floating Market; 2) develop a participatory community-based water tourism management model under the concept of “Khlong Voyage Tourism: Three Bangs Cultural Market along Both Sides of the Canal” in Samut Prakan Province; and 3) evaluate tourists’ satisfaction and perception of local cultural identity after participating in the tourism activities. The study employed a mixed-methods research design integrated with Participatory Action Research (PAR), emphasizing the involvement of community enterprises, temples, schools, local leaders, boat operators, and local stakeholders. Research instruments included SWOT analysis, in-depth interviews, focus group discussions, surveys, and satisfaction assessment forms. The sample groups consisted of 118 tourists and 46 participants in the tourism activities. Quantitative data were analyzed using descriptive statistics, while qualitative data were analyzed through content analysis. The findings revealed that Wat Sriwaree Noi Community Floating Market possesses significant strengths in its authentic canal-side lifestyle and its potential to integrate religious, cultural, and community-based tourism experiences. However, important limitations were identified, including the lack of skilled local storytellers, insufficient tourism promotion, and environmental constraints related to waterway conditions. Based on these findings, the study developed a participatory community-based water tourism management model consisting of six key components: 1) community and stakeholder management mechanisms, 2) cultural tourism route design, 3) development of local storytellers, 4) tourist services and water safety management, 5) cultural identity communication and tourism promotion, and 6) participatory monitoring and evaluation. The evaluation results indicated that tourists’ satisfaction was at a high to the highest level, particularly regarding hospitality, activity management, and local cultural learning experiences. The findings suggest that the developed model effectively strengthens community identity, enhances cultural tourism experiences, and contributes to the sustainable management of community-based water tourism.