STRATEGIES OF COMMUNITY MARKET MANAGEMENT: CASE STUDY BAN BOET LANG COMMUNITY, BANG BAI MAI SUBDISTRICT, MUEANG DISTRICT, SURATTHANI PROVINCE

Abstract

The purpose of this article is to: 1) study the context, potential, and management operations of the community Market, Ban Boet Lang Community, and 2) To find Strategies of community Market Management: case study Ban Boet Lang Community, Bang Bai Mai Sub-District, Mueang District, Surat Thani Province. The study was qualitative research by documentary data analysis with in-depth interview and focus group discussion. Data were selected by choosing a specific sample key informants such as 1) Community leaders, 2) Professional groups, 3) Citizens, 4) Related agencies, and 5) Tourists total of 15 people for analyzed the information content and overview summarize. The research was found that: 1) Bang Bai Mai Subdistrict context, there are a variety of plants growing in rows on both sides of the river and canals. There is an abundance of water sources and resources that have led to floating market tourism. The potential of the community Market including: attractiveness, transportation, tradition/culture, natural resources, facilities, and activities/products. The management including: tourism services, income/economy, natural resources/environment, participation in/outside the community, society/ cultural, and activities/products. Using the roots of history, culture, traditions, lifestyles and good things of the community as the cost of community tourism management. And 2) Strategies of community Market Management of Ban Boet Lang Community including: 1) Strategy for creating a system,
2) Strategy for creating people, 3) Strategy for creating arts and culture, and 4) Strategy for creating an economy. By recognizing the value and importance of resources, creating social heritage identity through community power, and jointly improving the basic economy of the community. And increase resource value by using cultural tourism as a tool to strengthen community development.