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The purpose of this research is to study tourists’ behavior and the demographic of the population that may impact tourists’ behavior in regards to Taling-Chan Floating Market. The research utilized questionnaires to collect data from 400 foreign tourists. The data analysis methods used in this research are percentages and the testing of hypothesis of variation factors using Chi-square. The results revealed that most foreign tourists were males, aged between 21-30 years old who have graduated from university and are employees with a salary <5000 US$ per month, travel in couples (boyfriend and girlfriend) using public transportation. The tourists did not use the services of a travel agency, never previously visited the floating market, traveled to experience the floating market lifestyle, got information from a website and stayed at the floating market for 1-2 hours. The most popular activities were sightseeing with tourists spending <50 US$ on food. The foreign tourists suggested they would recommend the site to their friends and relatives. For hypothesis testing, the tourists with different demographic backgrounds had different tourism behaviors at the significant level of .05. The tourists recommended that the raft should be extended and more parking provided. It was also recommended that local people who lived near the site participated in the management of the floating market for the next generation and that this floating market should be conserved.
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