THE GUIDELINES FOR HOMESTAY ENTREPRENEURS SERVICE MODELS DEVELOPMENT TO CONNECT THE WAY OF LIFE IN THE COMMUNITY: A CASE STUDY OF AMPHAWA FLOATING MARKET, AMPHAWA DISTRICT, SAMUT SONGKHRAM PROVINCE

Abstract

The purposes of this research were: 1) to study community’s way of life in the Amphawa Floating Market, Amphawa District, Samut Songkhram Province. 2) to analyse the strength, the weakness, the opportunity and the treat (SWOT Analysis) of Amphawa Floating Market community in Amphawa District, Samut Songkhram Province. 3) to analyze the model for developing a service model of homestay business operators to associate the community ’s way of life. The case study of Amphawa Floating Market, Amphawa District, Samut Songkhram Province was a qualitative research using in-depth interviews. There were 3 groups of people involved in the way of life within the Amphawa floating market community: 1) homestay business operators, 2) local people and 3) tourists who came to Amphawa water market community, with a total of 28 people interviewed. Secondary and primary data collection was used in this research. The research instruments were in-depth interviews for data analysis. The researcher used the interview questionnaire that was obtained to analyze the content according to the issues. The results were then presented by describing the study issues and explaining the research objectives.