Guidelines for Upgrading Khlong Hae Floating Market to become Gastronomy Tourism for Malaysian Tourists

Abstract

The objectives of this research are to 1) study the behavior of Malaysian tourists who travel to the Khlong Hae Floating Market and 2) seek ways to elevate the Khlong Hae Floating Market area to become a food tourism destination for Malaysian tourists. The research study applied a qualitative method. Data were collected using semi-structured interviews with 20 key informants, including 10 Malaysian tourists, 5 Khlong Hae Municipality personnel, and 5 Khlong Hae Floating Market operators. The results showed that the majority of Malaysian tourists traveled to Khlong Hae Floating Market by bus with a tour company, followed by those renting a van accompanied by their family members for relaxing during the holidays and eat local food, respectively. Most of them purchased items from shops owned by Muslim. The findings suggested that the guidelines for level up the tourism at Khlong Hae Floating Market to be a food tourism destination for Malaysian tourists consist of 7 approaches: 1) Physical resources: the condition of the canal should be improved and there should be an adequate and safe bus parking area, 2) Activities: various activities should be available with the connection among other nearby tourist attractions, 3) Local food identity: the local entrepreneurs should possess sufficient knowledge and skills relating to food and the food available should represents the identity of the southern region, 4) Image: The image of Khlong Hae Floating Market should be promoted by emphasizing the presentation of appealing local food in the South while public relations through online media, 5) Culture and identity:The traditional culture should be preserved (i.e. rowing activities to see the way of life along the water), 6) Developing local container products: product containers should be produced using natural and environmentally friendly materials, and 7) Halal food management: a halal food zone should be provided with picture and descriptions of the ingredients. The production processes must conform to the religious principles for Islamic restaurants to meet Halal food service standards for tourism.