Abstract      

In recent years, the Amphawa region of Samut Songkhram, Thailand has experienced an overall decrease in tourism, especially in areas outside of the popular floating market. Additionally, the lack of communication of cultural information to visitors does not allow tourists to fully engage with and understand the qualities that make Amphawa a unique destination. To help address these issues, we were given the opportunity to work with the Municipality of Amphawa, which strives to support its community and enhance the struggling tourism industry throughout the region. Accordingly, this project aims to identify ways to promote tourism and local culture in Amphawa through community-based tourism practices. Through archival research, ethnography, surveys, and semi-structured interviews with primary stakeholders, we were able to develop recommendations and models of innovative solutions to achieve this goal.