COMMUNITY ENTERPRISE PROMOTION TO ESTABLISH WAT RAI KHING RIVERSIDE MARKET FOR TOURISM AND SUSTAINABLE COMMUNITY ECONOMY IN NAKHON PATHOM PROVINCE
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Abstract
The purposes of this research were (1) to study the promotion of community enterprises by establishing Wat Rai Khing Riverside Market; (2) to study strategies for management of Wat Rai Khing Riverside Market that affect the decision to visit Wat Rai Khing; and (3) to study the development of community enterprises by establishing Wat Rai Khing Riverside Market for tourism and sustainable community economy. This study was a mixed-method research. Research data were collected by distributing 400 questionnaires to the groups of merchants, general public and tourists, and by conducting in-depth interviews of 27 people consisting of 9 community leaders, municipality personnel, monks, Wat Rai Khing Committee members, 11 community enterprise members and retail shop keepers, and 7 tourists.
The research findings showed that (1) the overall opinion toward the promotion of community enterprises by establishing Wat Rai Khing Riverside Market was at the highly agreeable level; the key research informants had opinions that Wat Rai Khing had the facilities, good atmosphere, and clean place; therefore the riverside market should be established; (2) the overall opinion toward strategies for management of Wat Rai Khing Riverside Market that affect the decision to visit Wat Rai Khing was at the highly agreeable level; the key research informants had opinions that Wat Rai Khing was a famous temple, with convenient transportation that was linked with other tourist attractions; and (3) regarding the development of community enterprises for tourism and sustainable community economy, it was found that the Market should sell only the selected products with high quality; the commercial transaction should be virtuous and ethical, tourism should be topped up; the entrepreneurs should be trained to equip them with more knowledge; technology should be applied for commercial promotion; there should be more emphasis on public relations and public utilities; the recommendations were that there should be good coordination, the creation of riverside market identity, and the emphasis on continuous public relations.
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