COMMERCIAL AREA MANAGEMENT GUIDELINES OF THE WAT LUMPHAYA FLOATING MARKET, NAKHON PATHOM PROVINCE
The purpose of this research was to study the guidelines for managing commercial areas of the Wat Lumphaya floating market, Nakhon Pathom province. With research methods which are Board interview Local leaders and entrepreneurs of Wat Lamphaya floating market a total of 17 people and analyze the opinion level about the quality of service of 180 Thai tourists. The research found that the commercial management approach of the Wat Lamphaya floating market. That is a cultural tourist attraction and community way of life. Are ready with the community, tourist support including basic facilities and by using marketing ingredients to increase the attraction of tourists to visit the atmosphere. Community way of life that is well preserved as a floating market. Tourists can also shop for seasonal food, vegetables, and fruits that the community has brought directly. And also a path through before returning to Bangkok When traveling from the western region of Thailand. For example Suphan Buri Province, etc. These are the things that attract tourists to Wat Lamphaya floating market. However, there are limitations on the product. And the quality of the product, price including marketing, promotion Public relations and tourism promotion from government agencies by having guidelines for managing the commercial area of the Wat Lumphaya floating market to be a source of delicious food, learning community and is a clean and safe tourist attraction. Other analysis results Factors affecting the efficiency of commercial area management of the Wat Lumphaya floating market, according to the marketing mix (4Ps) in conclusion in terms of products and services, price, and places the efficiency is at a high-level such as for marketing promotion, the efficiency is at a medium level.