INTERPERTIVE PLANNING AND MANAGEMENT FOR CULTUERAL TOURISM CONSERVATION AND DEVELOPMENT OF BANG LUANG MARKET AREA, BANG LENG DISTRICT, NAKHON PATHOM PROVINCE กั หอสม ุดกล สำน าง By Miss Prasuda Charoensuk An Independent Study Submitted in Partial Fulfillment of the Requirements for the Degree Master of Arts Program in Architectural Heritage Management and Tourism International Program Graduate School, Silpakorn University Academic Year 2012 Copyright of Graduate School, Silpakorn University INTERPERTIVE PLANNING AND MANAGEMENT FOR CULTUERAL TOURISM CONSERVATION AND DEVELOPMENT OF BANG LUANG MARKET AREA, BANG LENG DISTRICT, NAKHON PATHOM PROVINCE สม กั หอ Byุด กลา ำน Miss Prasuda Charoensukง ส An Independent Study Submitted in Partial Fulfillment of the Requirements for the Degree Master of Arts Program in Architectural Heritage Management and Tourism International Program Graduate School, Silpakorn University Academic Year 2012 Copyright of Graduate School, Silpakorn University The Graduate school, Silpakorn University has approved and accredited the independent study title of “Interpretive Planning and Management for Cultural Tourism Conservation and Development of Bang-Luang market area, Bang-Leng district, Nakhon Pathom province submitted by Ms. Prasuda Charoensuk as a partial fulfillment of the requirements for the degree of Master of Art in Architectural Heritage Management and Tourism. ….………………………………………………….. (Associate Professor Panjai Tantatsanawong, Ph. D) Dean of Graduate School กั หอสมุดกลา ำน …………./…………/…………ง ส The Independent Study Advisor Assistant Professor. Sathit Choosaeng The Independent Study Examination Committee …………………………………………. Chairman (Assistant Professor Pibul Jinawath, Ph.D) …………..…/..….……....../….…….…. …………………………………………. Member (Assistant Professor Den Wasiksiri) …………..…/..….……....../….…….…. …………………………………………. Member (Assistant Professor Sathit Choosaeng) …………..…/..….……....../….…….…. 52056302: MAJOR: ARCHITECTURAL HERITAGE MANAGEMENT AND TOURISM KEY WORD: CULTURAL HERITAGE/ INTERPRETATION, MANAGEMENT AND PROMOTION/INTERPRETIVE PLANNING/BANG LUANG/ TOURISIM PRASUDA CHAROENSUK: INTERPERTIVE PLANNING AND MANAGEMENT FOR CULTUERAL TOURISM CONSERVATION AND DEVELOPMENT OF BANG LUANG MARKET AREA, BANG LENG DISTRICT, NAKHON PATHOM PROVINCE INDEPENDENT STUDY ADVISOR: ASST.PROF. SATHIT CHOOSAENG. 105 pp. Interpretation has became an important part of how we manage and understand our heritage. It is part of a range of heritage related communication projects that includes marketing, visitor information and orientation. These forms of communication often use the same media as interpretation, such as panels and leaflets, but there are crucial differences between them. Marketingกั หอ materials,สมุด forก ลexample, try to sell a heritage product, whilst visitor informationำ tellsน people what there is toา doง and see, and orientation helps people find their way around.ส Interpretation, on the other hand, reveals the underlying story and meaning of its subject. Just because a site has some information panels does not mean it is being interpreted. Bang Luang market has a long history with regard to its heritage value in both physical and social terms. It was established in 1903 by a group of Chinese migrants. Nowadays, the Bang Luang market is not as crowded as in the past due to the road construction and the fact that the Tha Chin River is no longer the main transportation route. The role of the market as a commercial center of the surrounding areas has been further diminished. Because of these factors, the economy of this Chinese community declined and the traditional way of life of the Chinese traders in the Bang Lauang market was changed. Even though the Bang Luang market today is not as active as in the past, it has the values to be a cultural tourist destination because of its historic narrative and authentic architecture. This local community should, therefore, conserve the authenticity and the integrity of its vernacular architecture with suitable conservation plans and an attractive interpretation for developing Bang Luang community and its local market into a sustainable, cultural, tourist destination. This research provides an overview of the issue, opportunities, policies and recommendations for the development of interpretative planning in the Bang Luang community and identifies key factors associated with successful heritage interpretation there. Moreover, the research is also focused on the significance of the community in the market area including the historical, social culture heritage, the geographical entity of the area and its boundaries together with its legal standing in order to interpret information efficiently for tourists and local people. ________________________________________________________________________________________ Program of Architectural Heritage Management and Tourism Graduate School, Silpakorn University Student‟s signature……………………………………………………… Academic Year 2012 Research Project Advisor‟s signature…………........................................................................... iii Acknowledgements The person I must mention first is my supervisor; Assistant Professor. Sati Chusang who always made me believe that I can produce good work. His advice, opinion, praise, supports and encouragement has been very valuable for me and I wish to state that I am very glad and proud to have been his student. Also, I want to thank to all the lecturers at this International Program. They have all helped to broaden my views and gain valuable knowledge. Two of people who deserve my appreciation are Khun Thienrat Sakasupharerk, the coordinator of the International Program and her assistant who made my student life easier and enjoyable. I also would like to thank my employer, Khun Rose Marie Wanchupela who has always supported me in everyอส wayม ุดwhilst I have been studying for my master degree at Silpakron University.นกั ห กลา My thanks toำ Ms. Maxine Ping, a special friendง of mine who helped me to ส check all the grammar of my project and gave me suggestions about style and vocabulary. iv Table of Contents page Abstract ................................................................................................................... iii Acknowledments..................................................................................................... iv List of Tables ......................................................................................................... viii List of Figures ......................................................................................................... ix Chapter 1 Introduction ................................................................................................. 1 Statements and Significance of the Problems .................................. 1 Goals and Objectives…………………………………………………หอสมุดก 2 Statementำ ofน Probleกั ms……………………………………………….ลาง 3 Scope ofส the Study…………………………………………………... 3 Research Methodology .................................................................... 4 Documentary Research .................................................................... 4 Process of the Study ......................................................................... 5 2 Review of Related Literature…………………………………………… 7 Cultural Heritage……………………………………………………. 7 Cultural Tourism…………………………………………………… 89 Tourism in Thailand................................................................ 9 Thailand Tourism in the Future................................................ 9 Types of Tourists............................................................................ 10 About Cultural Landscape……………………………………………. 11 About Heritage Interpretation……………………………………….....12 What is Interpretation? ……………………………………….. 12 Principles of Interpretation…………………………………… 13 Uses of Interpretation……………………………………………15 Interpretation and Presentation…………………………………………16 Presentation of Interpretation………………………………………...... 17 Target Audiences……………………………………………................ 17 Interpretation and Heritage Conservation Management……………… 18 Review of Literature Related to Bang Luang Market………………… 19 v Chapter page 3 The Place ………………………………………………………………… 21 Background and History of Bang-Luang community…………… 21 Geographical and History of Bang-Luang community and market………………………………………………………… 23 Local and Setting…………………………………………………. 28 Architectural Character and Details of Functions…………………… 39 Example of the typical Shophouses in Thailand…………………39 The Shophouses in Bang Luang Market……………………… 40 Presentน Fกัunction………………………………………………หอสมุดกลาง 47 Assessmentสำ of Physical Condition…………………………… 48 Cultural and Tradition Characteristic………………………………… 49 Cultural Heritage Significance Assessment………………………….. 57 Tangible and Intangible cultural heritage in Bang Luang market and its Significance Assessment……………………………… 58 Role of Stakeholder in Bang Luang Community…………………... 59 4 Interpretations at the Comparative Case Studies ……………………………61 Case I: Don Wai Market…………………………………………… 61 Summary of Don Wai Market………………………………… 61 The Current Existing Interpretation Plan……………………… 64 Case II: Amphawa Floating Market………………………………… 65 Summary of Amphawa Floating Market ……………………… 65 The Current existing Interpretation Plan……………………… 68 The Comparisons…………………………………………………… 69 5 Interpretive Planning……………………………………………………………71 Existing Interpretation Plan of Bang Luang Market………………… 72 Exiting Interpretation Techniques of Bang Luang Market………… 75 Critical Issues for Interpretation at Bang Luang Market …………… 81 Interpretive