THE SUPPLY CHAIN MANAGEMENT OF TOURISM’S AMPHAWA FLOATING MARKET, THAILAND
Nowadays, the popularity of tourism in the world has changed. Tourists are increasingly interested in ecotourism or sustainable tourism by experiencing the nature and learning of local culture, including the way of life of the villagers. Samut Songkhram is another province of Thailand that has cultures, traditions, and ways of life that are connected to the river from the past to the present, especially Amphawa sub-district which has long-history communities since the Ayutthaya period and is settled on the flat plain of the Mae Klong River Basin. There are Amphawa canals which separate from the Mae Klong River flowing through the community area. There are also many canals that flow through the community area. In addition, there are canals being connected as a network within the community area, resulting in the convenience of water transportation. Moreover, Amphawa community is also known as “Muang Sam Nam”, which is a city that has both fresh water, brackish water, and salt water. This results in biodiversity, including creating an abundance of ecosystems. It can be seen that the Amphawa community has very ridiculous cultural and natural resources. Therefore, this article wants to study the supply chain operations of tourism in Amphawa floating market in order to know the operational model according to the supply chain management principles and to be a way to develop and respond to the preparation at the provincial level and provincial groups of the country to generate income for the people and develop tourist attractions in Thailand to be able to compete in the ASEAN and world markets systematically by considering the economic, social, and cultural potential of the area which will be a mechanism to strengthen local, provincial and national levels in the future. The results depict that the information flow of Amphawa floating market has both Thai and foreign tourists visiting Amphawa floating market. Sometimes, they want to report the situation and request information about the places to visit around the floating market. Currently, tourists still find information by themselves from social networks and rely on inquiries from tourists who come to each other because there is no tourist service center. The management of Amphawa Floating Market (Service Flow), Shops,This is a floating market in the evening with the charm of houses on both banks that are still very original. The pedestrian walk is a clean concrete walkway with a fence to prevent tourists to increase safety. Parking Lots, has enough space to provide tourist parking for 2 types which are free parking and charging parking. Toilet especially about its cleanliness and various odors. There are separate male-female toilets. Tourists can use the service conveniently. Cleanliness and safety during the festival, tourists’ personal belongings need to be more careful because the pickpocket will seize opportunities during festival. This will occur with tourist spots everywhere in the world. Cash Flow allows tourists to buy products in the market in baht currency and mainly pay for goods with cash. Reverse service flow, Amphawa Subdistrict Municipality Office will look after using 4 channels of complaint, including manual complaint by writing a complaint at Amphawa Municipality Office, complaint via telephone number 034-751-351, complaint via the Amphawa Municipality website, and complaint via Facebook of Amphawa Municipality.