This blog post was translated from an academic paper. Please cite the original article.
Arunrangsiwed, P. (2020). Floating Market Studies: A Literature Review. Journal of Humanities and Social Sciences University of Phayao, 8(1), 25-42.
As we know that tourists want to see a new atmosphere, relaxation, and friendliness in communication in floating market, many scholars have studied what the seller wants. Most of them focus on the success of marketing mix management. In general, research relating to floating markets is mainly based on 4P, marketing mix. In this article, only some examples of the results of some articles would be raised.
Like, when comparing product prices, promote sales and tourist attractions of Lam Phaya floating market, the samples understood that the most important thing for them is the products (เพ็ชราภรณ์ ชัชวาลชาญชนกิจ และ พรรณรัตน์ อาภรณ์พิศาล, 2561) For Sam Chuk market Tourists pay attention to souvenirs (วรุณี เชาวน์สุขุม และ วงศ์ธีรา สุวรรณณิน, 2561), while some research identified the factors related to taste, price, food quality.(ศิริรัตน์ ขานทอง, ละเอียด ศิลาน้อย, และ กันฑิมาลย์ จินดาประเสริฐ, 2562). Food is something that foreign tourists buy especially female with the age around 31-50 (Nana Srithammasak et al., 2561). In Songkhla, the tourists are highly satisfied with the tourism management and moderately satisfied with the safety (เจตน์สฤษฎิ์ สังขพันธ์, เก็ตถวา บุญปราการ, ชุติมา หวังเบ็ญหมัด, Kathylene Remegio, และ อรุณพร อธิมาตรไมตรี, 2559).
From these findings, they could be noticed that the research studies on floating markets found that tourists satisfied and interested in different types of marketing mix depending on the location and time of data collection. The results may be difficult to apply in each location. However, the advantage of these studies is that economy of many floating markets have been tested by using marketing mix. Future research may focus on collaboration between local people and government in order to test the strategy for heightening income for local people. All could be constructed based on the existing knowledge of marketing research that has been initially tested.
Marketing Mix 4P in Thailand Floating or Riverside Markets
It is important to note that I wrote an article for a conference in Phayao, and my article was published in Journal of Humanities and Social Sciences University of Phayao. I translated to manuscript into English during the peer review process or about Mar 2020. I kept the translated version until my article was published in the academic journal. Why did I translate? I think it may increase the number of citations for my paper.