Determining The Floating Markets Local Food Processing to The Royal Food into The Kitchen of The World
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REVIEW OF INTERNATIONAL GEOGRAPHICAL EDUCATION
ISSN: 2146-0353 ● © RIGEO ● 11(5), SPRING, 2021
www.rigeo.org Research Article
Determining The Floating Markets Local
Food Processing to The Royal Food into The
Kitchen of The World
Witthaya Mekhum1 Waleerak Sittisom2
Suan Sunandha Rajabhat University, Thailand Suan Sunandha Rajabhat University, Thailand
witthaya.me@ssru.ac.th waleerak.si@ssru.ac.th
Abstract
The prime concern of the current study entails the assessment of tourist’s satisfaction at floating markets
Thailand. The emergence of Thai floating markets has significant impact on the economic development,
incline in tourism and financial well-being of the local community. The special attention has been given
to the floating markets for increasing the tourism activities and attracting the tourists around the world.
The floating markets provide the services/products on the boats as sellers and buyer use boats to go
around. The study emphasized on the price and quality of the products/services being provided at
floating markets, the attitude towards tourism development is also assessed to determine the satisfaction
level of the tourist. The study found that price and quality significantly influence the attitude towards
tourism development and achieve the tourists’ satisfaction. The mediating effect is observed significant
as attitude towards tourism development significantly mediates the relationship between exogenous and
endogenous constructs of the research framework.
Keywords
Floating Markets, Tourists’ Satisfaction, Price, Quality, Attitude Towards Tourism Development
To cite this article: Mekhum, W.; and Sittisom, W. (2021) Determining the Floating Markets Local Food Processing to
The Royal Food into The Kitchen of The World. Review of International Geographical Education (RIGEO), 11(5), 719-
732. doi: 10.48047/rigeo.11.05.68
Submitted: 2-10-2020 ● Revised: 10-12-2020 ● Accepted: 21-02-2021
© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
Introduction And Background
The floating market are described as commercial locations on the water cites and both traders
and buyers use boats to access the market for purchasing and selling. The most popular and
fascinating floating market is situation in Thailand that attract large number of tourists at Damnoen
Saduak Floating Market and Amphawa floating markets that are located near riverside in central
region. The floating markets are also situated in other southeast Asian countries including Vietnam,
Laos, Cambodia, Myanmar and Indonesia (Lunchaprasith, Riddhagni, Reyes-Gertes, & Lovrek).
The countries adopted the floating market concept to represent the culture to attract the tourists
around the world. The floating markets serves the local lives as the roots of such markets can be
found in history of community living near riverside. The emergence of touristic floating markets in
different regions has promoted the tourist activities for example floating market in ‘Thaka’ in
‘Samut Songkhram’ was once community serving market that has emerged gradually. The
floating market in Samut Prakam named as ‘Bang Nam Phueng’ is located and tourist attraction
point that emerged from the Pak Khlong Khet Rua Bin community serving traditional floating
market. The current structure of floating markets is intentionally designed to become the attractive
destination for tourists. The Pattaya Floating Market and Ayothya Floating Markets are examples
of floating markets that are themed for shopping and touristic cities (Lunchaprasith, Riddhagni,
Reyes-Gertes, & Lovrek).
The traditional culture of floating market in current modern era has emerged that preserves the
old customs and attracted the tourists. The Thailand became pioneer in establishing the floating
markets and it became an integral part of the society in 1960s. The enlargement and rapid spread
of urbanization resulted in shrinking the traditional trade and community, specifically reduction in
floating market communities. The large-scale constructions have distracted people away from
existing business centers and grabbed them to conveniently located near main roads instead of
traditional riverside floating markets. The number of floating markets were shut down due to
expansion in construction and establishing the roadside markets. The government promoted
cultural tourism through initiatives of touristic floating markets in 1960s to attract the tourists and
established the attractive destination (Lunchaprasith et al.). In recent years 2020 and 2021, the
initiative has been taken to promote community development and number of large floating
markets were established including Khlong Lad Mayom Floating Market, Talingchan Floating
Market and Amphawa Floating Market, these newly established floating markets were established
under the scheme of entrepreneurial activity and OTOP schemes.
The special and promising tourism has been combined as eco-tourism, community-based tourism
and cultural tourism as emergence of floating markets is acknowledge one of the attractive
tourisms that serves the sustainable development goals. The floating markets have become one
the most interesting and attractive tourism form developed back in 18th century and gained the
attention to large number of tourists (Chanprasert, 2021) The number of studies have given
attention to the concept of floating markets that play important role in tourism that brings the
financial benefits to the local community that involved in floating market businesses such as in
South Kalimantan and in Banjarmasin city of Indonesia, in Damnoen Saduak, in Klonghae, in
Talingchan of Thailand (Buakwan, Visuthisamajarn, & Viriyakoson, 2013; Ellyn, 2016; Listyana,
Tomohiko, & Muhammad, 2017; Lobphai, 2000) The studies have reported that floating markets
attracted the tourists and significantly contributed in sustainable development, economic
development and plays important role in poverty alleviation (Huynh, 2011; Phuong & Ba).
The contribution of floating markets in development of tourism is appreciated that sustainable
development is observed and became and source of poverty alleviation. The floating market
boosted the agricultural products as a wholesale market in Mekong Delta, further it has been
found that tourism development and employment generation has been observed due to
establishment of floating markets. The floating markets are considered as valuable source that
attract special form of tourism, increase commercial activities, present and promote cultural
characteristics of the region. The number of tourists have increased recently to the floating
markets and continuous increase has been observed (T. H. P. Nguyen, 2017). The number of studies
has been conducted on floating markets and the researcher come across to the detailed work
conducted by Buasorn since year 2010 with the best study known as ‘floating markets in Thailand’
including Sam Chuk, Amphawa, Taling Chan and Damnoen Saduak. The studies conducted on
floating markets also includes the market of Amphawa (Vajirakachorn & Nepal, 2014), Bang Noi
720Mekhum, W.; and Sittisom, W. (2021) Determining the Floating Markets Local Food Processing to The Royal …
(Srikos, Phukamchanoad, & Yordchim, 2014), Nam Phueng and Taling Chan (Suwannasi & Intarat,
2013), Tha Kha (Charoensombat, 2002) and several markets in Nakhon Pathom province
(Wattanacharoensil & Sakdiyakorn, 2016). These previous studies focused on the practical issues,
role of markets in community development and satisfaction of visitors.
The floating markets faced ups and down in Thailand, in the past floating markets couldn’t attract
the tourists due to lack of infrastructure and architect but with the passage of time the potential
of floating markets was unveiled and special attention was given to the establishment and
restructuring the floating markets to attract the tourism (Wattanacharoensil & Sakdiyakorn, 2016).
The potential of floating markets was evident from the settlements that houses were floating on
the water or build on stilts to avoid any damage during rainy season. The major products including
rice, vegetables and fruits totally depended on the intense utilization of water from irrigation
system connected through rivers, canals and rains. The canals take water from the river to
cultivated regions Chao Phrya, Mae Klong, Ta China and Bang Pakong to the rice fields. The
canals and rivers are considered one of the major sources of sea food specifically fish and the
roots of communications through boats for travel around and supply the food through waterways.
These waterways are being used for selling the different sea food products as well as various
Chinese traders put the products on the banks of canals produced by local farmers. The stores
are also located on the large rivers and canals at the waterfront market places owned by Chinese
and Thai farmers found to be floating on the boats, with the passage of time these markets
became the core of small towns and emerged as waterway traffics. The national economic
development plan of Thailand exerted special attention to the establishment of these floating
markets and its connection to the central region through construction of highways for transition
from waterways to the land-based transportation system. Surprisingly, it was observed that trade
through markets on river and canal sides reduced and perished due to the settlements of roads
(Cohen, 2016; Sriwichien, Kiratiboorana, & Soungsaweng, 2014; Yodsurang, Hiromi, & Yasufumi,
2015).
The studies have been carried out to determine the satisfaction level of tourists through
application of SERVQUAL in different tourism spots. The satisfaction level of tourists on holidays is
determined by the holiday satisfaction (HOLISAT) in Cuba. The research scholars have paid
attention towards the linkage of tourist’s satisfaction and loyalty towards specific tourist
destinations. The competition between different tourism destinations can be assessed through the
resources being provided by destination, products, industries and one of the most important
factors is satisfaction of the tourist. The satisfied tourist depicts the worth of the specific destination
with their valuable services, food, tourist spots and with the products. Previous research studies
focused on the Vietnam for assessing the satisfaction level of the tourists and reported interesting
results that few destinations attract large number of visitors every year in the city of Da Nang
province (Vo, 2010), Kien Giang province (Dinh, Pham, & Truong, 2011), Can Tho city (T. Nguyen,
Dao, & Nguyen, 2014) and Soc Trang province (Luu & Nguyen, 2011). The tourist destinations play
significantly important role in development of the society, country, region and economy, the
Mekong Delta considered one city and twelve different spots that also included two floating
markets namely Cai Rang and Phong Dien in Can Tho city that attracts large number of tourists
around the world as floating markets have competitive advantage over other tourist destinations.
It has been found that floating markets in Can Tho possess advantages due to floating markets
that attracts the tourists, the services found to be attractive with effective material and technical
basis for tourism (T. H. P. Nguyen, 2017).
The interesting and unique services have been highlighted that in floating markers that attract the
tourists that includes that it becomes alive and busy early morning 8 o’clock and it becomes much
more busiest during Festivals such as New year and initiate the activities that lasts longer. The
floating markets presents number of seasonal fruits, vegetables, appliances, households,
handicraft and number of other products to the tourists, new services have been introduced such
as gas stations, repairing shops and machines for different purposes to fulfill the demand of tourists
that satisfies the customers. The food service observed to be the efficient that ready-to-eat meals
are available including rice, noodles, porridge, bread, beer, soft drinks and other local foods. The
ticketing service adds-on to the competitive advantage that provide the boating services around
the area for tourists to enjoy the sights. The unique advertising techniques are being used by the
shopkeepers to sell their different products that is different from other kind of goods including
handicrafts, households and food items. The boats are used for the purpose, the boats look
attractive with leaves covering and head of the boats look differently attractive with pole or roof-
making with hanging leaves, that shows a boat shop and willing to sell the products and boat
721© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
itself. The advertising form is known as ‘Cay beo’ in Thailand. The tourists get fascinated to observe
the daily life of the boat traders and business persons in the floating markets that generates
curiosity among tourists so that local and visitors gets attracted towards the business tactics. The
‘mobile house’ creates attraction among people that boats serve the purpose of houses as
floating houses in the boats that provides beautiful sight for tourists. The floating markets are the
place for people to meet of different areas with diverse lifestyles, careers, for trading purposes,
the farmers, gardeners and traders approach the place for their own purpose. One of the most
previous characteristic of these operators is found to be helping, generous and willingly to assist
each other as neighbor, the friendly environment prosper, the level of hospitality among local
traders creates beautiful culture at the floating markets (Phuong & Ba).
The current research effort intends to determine the satisfaction of customers of floating market in
Thailand influenced by attitude towards tourism development, the study intends to incorporate
the price range, and quality of services at the floating markets. The researcher hasn’t come across
any study that addressed the satisfaction of customers at floating markets with highlighting such
factors including price and quality with determining the role of attitude towards tourism
development.
Literature Review
Attitude Towards Tourism Development and Satisfaction
The enormous number of studies have been conducted on tourism focusing different
developmental aspects that influence economic inclination, increase in tourism and local
business development and well-being. The tourism grabs the attention of tourists around the world
and people gather at specific attractive place for exchange of benefits. The tourism
development increases the economic activity in the region by attracting international and
national tourists and it has significant impact on the lifestyles of local population, enhance their
way of living, upgrade the financial position. The unique culture and traditions of the tourism place
such as current study focused on floating markets in Thailand, attract the number of visitors that
enhance the economic activity in the region (Wattanacharoensil & Sakdiyakorn, 2016). The term
‘community market’ emerged that focuses the business activities among local and non-local
stakeholders that serves and contribute the residents of the region in financial perspective and
well-being. The tourism related stakeholders have recognized the importance of the community
markets and government has given attention for the development of markets that attract the
tourists, in recent years the government of the Thailand has promoted the tourism through
effective policies and taken initiatives for tourism development (Siraphatthada, 2021).
The tourism enhances the development level at the region, and financial strengthen the
community that further leads to the well-being and satisfaction of the local population and
community. The various most attractive tourism destinations around the world such as UK, Hong
Kong, and Canada focused on the community development through effective policies
development for increasing the tourism and played active role in community development
markets (Fakfare & Wattanacharoensil, 2020). The prior research studies have examined the
attitudes towards tourism development in diverse perspective and markets .(Andereck &
Nyaupane, 2011; Hadinejad, Moyle, Scott, Kralj, & Nunkoo, 2019; Nunkoo & Gursoy, 2012; Ozturk,
Ozer, & Çaliskan, 2015) The most important aspect is to judge, assess or investigate the behavior
and perceptions of residents towards the development of the tourism that influence the
community development. The research scholars have argued to investigate the behavior and
viewpoint of the residents of local community to assess the level of the development and to
understand the unwanted situation that damage the tourism or may occur as a potential threat
that negatively impact the tourism development.(Nunkoo & Gursoy, 2012; Prayag, Hosany,
Nunkoo, & Alders, 2013)
Previously, the perception of local community has been investigated towards the categorization
of tourism that impact economically, environmentally, and culturally (Suess, Baloglu, & Busser,
2018), the categories includes medical tourism, sport tourism and island tourism.(Hritz & Ross, 2010;
Ribeiro, Pinto, Silva, & Woosnam, 2017) It has been identified recently the community tourism has
been overlooked so far, and there is need to conduct study on community tourism market that
assess the well-being and satisfaction of the community that influence the tourism development
722Mekhum, W.; and Sittisom, W. (2021) Determining the Floating Markets Local Food Processing to The Royal …
impact (Fakfare & Wattanacharoensil, 2020). Moreover, the researcher hasn’t come across any
study that determine the satisfaction of tourists of floating markets in Thailand. The current study
investigates the relationship between attitude towards tourism development and satisfaction of
tourists at floating markets in Thailand. So therefore, following hypothesis is derived based on
above literature:
H1: Attitude towards tourism development significantly influence the satisfaction of tourists at
floating markets in Thailand
Price To Attitude Towards Tourism Development and Tourists’ Satisfaction
The current research study intends to focus on the directly related factors to the satisfaction of the
tourist that boost the economic activity in the region. The price of the services, products and
tourism at the specific place plays important role in the inclination of the tourism and significantly
influence the behavior of tourists. The research studies have been conducted previously that
incorporated the role of price, pricing and pricing strategies to explain the behavior customers. It
is widely discussed phenomenon as the price has significant impact over customer loyalty,
customer retention and marketing strategies (Özdemir-güzel & Baş, 2020; Razak & Nayan, 2020;
Shamsudin, Johari, Nayan, Esa, & Kadir, 2020). The studies have been conducted on diverse
regions and different markets, such as the study investigated the relationship between price and
satisfaction of the customers, the price inflation has been observed during pandemic in general
and it has negatively influenced the customer’s behavior (Razak & Nayan, 2020). Another study
examined the role of brand image, service quality, trust and price to determine the satisfaction of
the customers in Malaysian market. The study found that brand image, service quality and trust
were important factors in determining the customer satisfaction but surprisingly price was not
influenced for satisfaction of customers. The study reported insignificant results between price and
satisfaction in Malaysian context (Shamsudin et al., 2020). The loyalty and satisfaction of customers
were determined in Istanbul, Turkey among tourists towards hotel industry. The study incorporated
the layout, décor and ambient conditions of the hotels to satisfy the customers, the study reported
that there is no significant relationship between ambiance, décor and price perception to
customer satisfaction and loyalty, but reported significant relationship between price perception
and customer satisfaction but surprisingly not significant relationship found between price
perception and customer loyalty (Özdemir-güzel & Baş, 2020). The studies reported contradictor
results in terms of relationship between price and satisfaction in difference industries and counties.
So therefore, the current study intends to determine the relationship between price and attitude
towards tourism development that further influence the customer satisfaction in floating market
perspective. So therefore, on the base of above literature the following hypotheses are derived:
H2: Price at floating markets Thailand significantly influence the Attitude towards tourism
development
H3: Price at floating markets Thailand significantly influence the tourists’ satisfaction
Quality To Attitude Towards Tourism Development and Tourists’ Satisfaction
The study incorporated the important factor of quality in determining the customer satisfaction at
floating market Thailand, the quality becomes an important factor in defining the relationship with
customers’ perspective. The strong relationship and connection have been highlighted between
the quality of the product and cultural development. The prior studies have explained the tourism,
promotion and development of tourism with the involvement of policies, quality, services, food,
travel facilities, environment and attraction creation to attract the customers. The quality of the
services and product found to be very impactful on promotion of the tourism development
(Markwick, 2018). The psychological behavior found to be an active construct that influence the
visitors’ and social awareness observed to be an important factor that play crucial role in
attracting the visitors every year. The studies have highlighted important factors that significantly
influence the promotional activities in different sectors to attract the customers, and to gain the
attention of visitors at tourism spots around the world. The study depicted significant positive results
that various factors influence the tourism development, the positive impact of products and
services build positive influence (Jovicic, 2016). The research studies have focused on training in
adoption of newer services, latest available resources, training for social behavior development
723© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
that assist in development of strong relationship between service providers and visitors. The studies
have examined the influence of historical value, taste, choice of visitors, festivals, importance of
services to develop the tourism activity. The study reported that value of the services, product and
better supportive services provides the positive impact on promotion of cultural tourism in
Thailand. The study reported significant relationship between services, products other valuable
factors increase the promotion of cultural tourism that attract large number of tourists (Mekhum,
2020).
Previously, the study conducted on Toyota motor users to determine the satisfaction level of
customers with quality provided by the product in Philippines. The study reported that customer
retention and satisfaction can be achieved through effective services by the products, the
relationship found to be significant (Balinado et al., 2021). The quality of services was examined in
the hospitality industry of Iraq, the customer satisfaction was observed with the relationship
between empathy, reliability, responsiveness, assurance and tangible factors of service quality.
The study reported that empathy, responsiveness, assurance and tangible factors has significant
relationship with satisfaction but negative relationship was reported between reliability and
customer satisfaction (Ali et al., 2021). Another study has been conducted on the airline industry
of the Thailand, the relationship between service and customer satisfaction has been investigated
and reported that majority of the visitors focus on the low price of the airline, the study reported
strong relationship between service and satisfaction (Burapharat, Christensen, & Supachoke
Suthichoti). The current study intends to determine the influence of quality to develop the tourism
and increase the customer satisfaction, on the base of above literature the following hypotheses
in the current study has been derived:
H4: Quality at floating markets Thailand significantly influence the Attitude towards tourism
development
H5: Quality at floating markets Thailand significantly influence the tourists’ satisfaction
Mediating Role of Attitude Towards Tourism Development
The community development takes place with promotional tourism in the country that enhances
the well-being and satisfaction. The countries like UK, Hong Kong, Canada, Malaysia and other
tourism destinations found that development of the community takes place with higher level of
tourism. The research scholars have highlighted the attitude of residents impact the tourism
development and attracted number of visitors every year (Hadinejad et al., 2019). The tourism
development receives substantial influence from the perception, involvement and behavior of
residents of the region of local community that encourage the tourism. The residents of the region
can play active role in policy devising for the tourism by minimizing the unwanted events and
creating desirable factors at the tourism spot. The previous studies have focused on the
perception of people or residents towards the tourism categories in terms of economic, cultural,
and environmental perspective (Ribeiro et al., 2017).
There are not many studies conducted on the factor that attitude towards tourism development
can also influence the customer satisfaction in tourism. The interest and attitude of local
community increase the well-being of community if they actively participate in the policy
development and quality services being provided to the tourists. It has been suggested to
examine the attitude towards tourism development towards the satisfaction of visitors (Fakfare &
Wattanacharoensil, 2020). It has been also highlighted that there is lack of research on assessing
the tourism development and its impact on community well-being and satisfaction of the visitors.
The research studies have depicted that well-being is fostered through the development of
tourism that impact the economic conditions of the region, influence the culture, environment
and lifestyle of the people living in tourist region (Naidoo & Sharpley, 2016). It is important to argue
that role and attitude of community must be exploited among key activities for tourism
development in Asian region may produce number of advantages such as India, Thailand,
Vietnam, and Indonesia. The community market development believed to be influential to
increase the well-being, satisfaction and development in tourism perspective (Fakfare &
Wattanacharoensil, 2020). So therefore, current study intends to investigate the mediating role of
attitude towards tourism development between price, quality and visitors’ satisfaction in floating
market Thailand. The above literature leads towards the following mediating hypotheses as under:
724Mekhum, W.; and Sittisom, W. (2021) Determining the Floating Markets Local Food Processing to The Royal …
H6: Attitude towards tourism development mediates the relationship between price and tourists’
satisfaction at floating markets Thailand
H7: Attitude towards tourism development mediates the relationship between quality and tourists’
satisfaction at floating markets Thailand
Research Framework
Price
Attitude Tourist satisfaction at
towards tourism floating Markets
development
Quality
Fig 1: Research Framework
The figure 1 demonstrates the research framework of the study, the endogenous constructs price
and quality in relevance with floating market Thailand examined to be influential towards attitudes
for tourism development that predict the customer satisfaction at floating markets Thailand. The
direct hypotheses investigate the relationship between attitude towards tourism development
and customer satisfaction, price to attitude towards tourism development, quality to attitude
towards tourism development, further price to customer satisfaction and quality to customer
satisfaction at floating markets in Thailand. The price and quality are considered for the products
and services sold in floating markets Thailand.
Research Methodology
The current section addresses the research methodology, the research paper is quantitative in
nature as data was collected from the customers through questionnaire and was analyzed for
statistical results. The cross-sectional data was collected from three different floating markets in
Thailand. The simple random sampling technique was utilized for data collection from the
customers at floating markets. The population of the study was all visitors visited floating markets
in Thailand, and sample was drawn on the base of Krejcie and Morgan (1970) and 384 was sample
size as per give criteria. The researcher distributed 700 questionnaires 50% extra than sample to
have appropriate and sufficient number of responses. The 301 useable responses were collected
for data analysis.
Analysis and Discussion
This section entails the analysis section as Smart-PLS was utilized for data analysis. This analysis
consists of two sections, the section one presents the measurement model that determines the
reliability and validity of the construct through PLS-algorithm. The structural equation model (SEM)
investigates the relationship significance between constructs of the study by utilizing
bootstrapping method.
Measurement Model Assessment
This section examines the reliability and validity of the constructs through assessing the values of
725© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
Cronbach alpha (α), composite reliability and average variance extracted (AVE). The values for
Cronbach alpha and composite reliability must remain higher than 0.70 for acceptable statistical
reliability of the construct, the higher than 0.80 considers as good reliability and higher than 0.90
considered as excellent reliability of the construct. The value for average variance extract must
remain higher than 0.50, the lower values will be rejected statistically and construct will not qualify
for next stage, the items may be deleted after examining the outer-loading of the items (Hair,
Risher, Sarstedt, & Ringle, 2019). The table 1 below presents the values for Cronbach alpha, CR
and AVE.
Table 1:
Cronabch alpha, CR and AVE
S# Constructs α CR AVE
1 ATD 0.928 0.941 0.664
2 PT 0.945 0.961 0.859
3 QT 0.947 0.959 0.824
4 TS 0.792 0.856 0.564
Note: ATD (Attitude towards tourism development), PT (Price tourism), QT (Quality tourism), TS
(Tourist satisfaction)
The above table demonstrates the Cronbach alpha (α), CR and AVE for constructs reliability and
validity. The results shows that all variables satisfy the condition for acceptability. The value for
alpha (α), CR and AVE found to be higher than the cutoff point, the values for alpha (α) of all
constructs found to be higher than 0.70, the CR also found to be higher than 0.70 and AVE found
to be higher than 0.50 for minimum statistical conditions. so therefore, all constructs achieve the
reliability conditions and can proceed for further analysis.
Discriminant validity
This section determines the discriminant validity of the constructs, the square root of AVE must
remain higher than the correlational values of other constructs as per suggested criteria by Fornell
and Larcker (1981). The table 2 below demonstrates the discriminant validity.
Table 2:
Discriminant validity
Constructs ATD PT QT TS
ATD 0.815
PT 0.449 0.927
QT 0.528 0.717 0.908
TS 0.517 0.503 0.513 0.751
Note: ATD (Attitude towards tourism development), PT (Price tourism), QT (Quality tourism), TS
(Tourist satisfaction)
726Mekhum, W.; and Sittisom, W. (2021) Determining the Floating Markets Local Food Processing to The Royal …
Measurement Model
Fig 2: Measurement model: Note: ATD (Attitude towards tourism development), PT (Price tourism),
QT (Quality tourism), TS (Tourist satisfaction)
Structural Equation Model (SEM)
This section presents the structural equation model (SEM) that investigates the relationship
significance between the constructs. The SEM is assessed through the utilization of bootstrapping
method of PLS, and result is examined on the base of β value, t-value, and p-value. The β value
shows the direction and strength of the relationship, the t-value determines the significance of the
value, and p-value presents the error margin. The t-value must remain higher than 1.96 for
acceptable statistical significance, and p-value must remain lower than 0.05 as confidence
interval in social is suggested as 95% for acceptability (Hair et al., 2019). This section investigates
the direct and mediating hypotheses, at first direct hypotheses are being examined and discussed
based on the collected data. The table 3 presents the results of the direct hypotheses:
Table 3:
Direct hypotheses testing
S# Hypotheses β t-value p-value Results
1 ATDTS 0.308 3.723 0.000 sig
2 PTATD 0.246 2.927 0.004 sig
3 PTTS 0.206 2.319 0.021 sig
4 QTATD 0.352 4.253 0.000 sig
5 QTTS 0.200 2.033 0.043 sig
Note: ATD (Attitude towards tourism development), PT (Price tourism), QT (Quality tourism), TS
(Tourist satisfaction)
Hypothesis H1:
Attitude towards tourism development significantly influence the satisfaction of tourists at floating
markets in Thailand. The hypothesis 1 is examined on the base of (β = 0.308, t-value = 3.723, p-
value = 0.000), the relationship found to be statistically significant as shown in the t-value and p-
value. The relationship achieved the significance as per suggested criteria and accepted.
727© RIGEO ● Review of International Geographical Education 11(5), SPRING, 2021
Hypothesis H2:
Price at floating markets Thailand significantly influence the Attitude towards tourism
development. The hypothesis 2 is examined on the base of (β = 0.246, t-value = 2.927, p-value =
0.004), the relationship found to be statistically significant as shown in the t-value and p-value. The
relationship achieved the significance as per suggested criteria.
Hypothesis H3:
Price at floating markets Thailand significantly influence the tourists’ satisfaction. The hypothesis 3
is examined on the base of (β = 0.206, t-value = 2.319, p-value = 0.021), the relationship found to
be statistically significant as shown in the t-value and p-value. The relationship achieved the
significance as per suggested criteria.
Hypothesis H4:
Quality at floating markets Thailand significantly influence the Attitude towards tourism
development. The hypothesis 4 is examined on the base of (β = 0.352, t-value = 4.253, p-value =
0.000), the relationship found to be statistically significant as shown in the t-value and p-value. The
relationship achieved the significance as per suggested criteria.
Hypothesis H5:
Quality at floating markets Thailand significantly influence the tourists’ satisfaction. The hypothesis
5 is examined on the base of (β = 0.200, t-value = 2.033, p-value = 0.043), the relationship found to
be statistically significance as shown in the t-value and p-value. The relationship achieved the
significance as per suggested criteria. So therefore, all direct hypotheses observed to be
statistically significance and accepted.
Structural Equation Model
Fig 3: Structural equation model: Note: ATD (Attitude towards tourism development), PT (Price
tourism), QT (Quality tourism), TS (Tourist satisfaction)
728Mekhum, W.; and Sittisom, W. (2021) Determining the Floating Markets Local Food Processing to The Royal …
Mediating Analysis
The table 4 below presents the results of the mediating hypotheses.
Table 4:
Mediating results
S# Hypotheses β t-value p-value Results
1 PTATDTS 0.076 2.409 0.016 sig
2 QTATDTS 0.108 2.717 0.007 sig
Hypothesis H6:
Attitude towards tourism development mediates the relationship between price and tourists’
satisfaction at floating markets Thailand. The hypothesis 6 is examined on the base of (β = 0.076, t-
value = 2.409, p-value = 0.016), the relationship found to be statistically significant as shown in the
t-value and p-value. The relationship achieved the significance as per suggested criteria and
accepted.
Hypothesis H7:
Attitude towards tourism development mediates the relationship between quality and tourists’
satisfaction at floating markets Thailand. The hypothesis 7 is examined on the base of (β = 0.108, t-
value = 2.717, p-value = 0.007), the relationship found to be statistically significance as shown in
the t-value and p-value. The relationship achieved the significance as per suggested criteria.
Conclusion
The study was carried out to assess the tourists’ satisfaction at floating market in Thailand, the
floating markets have emerged as one of the attractive destinations in the world for tourism. The
study focused on the price and quality of the items and services being provided at floating
markets and attitude towards development of tourism at floating markets that achieve the
satisfaction of the tourists. The study found that price and quality are significant in determining the
satisfaction of the tourists, the attitude of local community and government for tourism
development play crucial role in increasing the tourism activities that enhance the financial well-
being of the local community and satisfy the customers. The study suggests to the floating markets
participants/businessmen to provide better quality with appropriate pricing products/services for
satisfying the tourists.
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