Abstract: The main purpose of this research was to study how to
communicate the identity of the Amphawa district, Samut Songkram
province for sustainable tourism. The qualitative data was collected
through studying related materials, exploring the area, in-depth
interviews with three groups of people: three directly responsible
officers who were key informants of the district, twenty foreign
tourists and five Thai tourist guides. A content analysis was used to
analyze the qualitative data. The two main findings of the study were
as follows:
1. The identity of the Amphawa District, Samut Songkram
province is the area controlled by Amphawa sub district (submunicipality).
The working unit which runs and looks after
Amphawa sub district administration is known as the Amphawa
mayor. This establishment was built to be a resort for normal
people and tourists visiting the Amphawa district near the
Maekong River consisting of rest accommodations. Along the
river there is a restaurant where food and drinks are served, rich
mangrove forests, a learning center, fireflies and cork trees. The
Amphawa district was built to honor and commemorate King
Rama II and is where the greatest number of fireflies and cork
trees can be seen in Thailand from May to October each year.
2. The communication of the identity of Amphawa District, Samut
Songkram Province which the researcher could find and design
to present in English materials can be summed up in 5 items: 1)
The history of the Amphawa District, Samut Songkram province
2) The history of King Rama II Memorial Park 3) The identity of
Amphawa Floating Market 4) The Learning center of
Ecosystem: Fireflies and Cork Trees 5) How to keep Amphawa
District, Samut Songkram Province for sustainable tourism.