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Prospective Study for Amphawa Floating Market Print E-mail
Komsan Suriya
25 August 2009

According to a question from a reader, I think it is a good question that should be shared to other people who would like to do the same thing. In this article, I would like to suggest how to do a research in Tourism Logistics for Amphawa Floating Market. Thanks to Khun ศุภพรรัตน์  สุขพุ่ม for this initiation.

I visited Amphawa Floating Market last two years. I keep on watching the development of the market and the area. I found that the place is developed into a complex tourism area, including shopping, fire-fliers boat trips, resorts, homestays, and bus transportation between Amphawa and Bangkok.
To begin the study using the Tourism Logistics, it is good to ask
" What is MISSING from Amphawa which is important to tourism development?"
This is called a Missing Link.
If you found a good missing link, then you can develop your study. It will be a good one. However, if you could not find the missing link, your study would not be powerful and interesting enough to attract people and readers. This is because the study should lead to an improvement of the system. Making a better system is the central task of Tourism Logistics.

I understand that you would like to position Amphawa as a benchmark for other floating markets. Moreover, you would like to extract the lessons from Amphawa and apply to develop other floating markets.
In my opinion, it is good to do that. At least you know something how the system at Amphawa is working.
Two warnings appeared to my senses. First, we cannot apply the lessons of Amphawa directly to other floating markets because of some differences between them. Second, I don't think Amphawa is the best practice for all-rounds then it will become questionable for the benchmarking.
If I have to do the same study, I will take a look deeper into Amphawa itself. What is good and why it is good? What is bad and why it is bad? What characteristics of Amphawa that make things good or bad? What can be added to Amphawa and make it better?
If we understand a place clearly in detail, then we can take a look at another place and ask the same questions specifically to the new place. We don't simply say that a way of development from Amphawa will be good for another place. But we should say what is good for the new place and why it is good. What characteristics of the new place that make it good or bad ?
Two childern cannot be brought up similarly. They are different. They need things that suit specifically to them. One child may grow up to be a musician. Another one may grow up to be a mathematician. The upbringing should not be the same.  We need to understand the child one by one what characteristics make things that we give to them good or bad.
If you do a benchmarking study using a musical child as a benchmark, you will find that a mathematical child is totally different. If you say that the mathematical child is not good because of the difference and need the transformation into something like the musical child, you will do a big mistake. A child needs something that specific to him or her for the development. A floating market is also the same. It needs specific treatments that good for itself.
Therefore, I encourage you to look at Amphawa deeply. If you could find something that can make Amphawa better, you would learn what is good for a child. Then you look at another child, another floating market, and study deeply into it again. You will find the way of development uniquely for that floating market which may be totally different from those you may suggest for Amphawa.

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