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MINISTRY OF EDUCATION AND TRAINING
HANOI NATIONAL UNIVERSITY OF EDUCATION

NGUYEN TRONG NHAN

FLOATING MARKETS AND FLOATING MARKET EXPLOITATION
FOR TOURISM PURPOSES IN THE MEKONG DELTA

Speciality: Geography
Code number: 9.31.05.01

SUMMARY OF THE GEOGRAPHICAL DOCTORAL THESIS

HANOI - 2019


THE THESIS WAS COMPLETED AT
HANOI NATIONAL UNIVERSITY OF EDUCATION

Instructor: Prof. Dr. Le Van Thong

Reviewer 1: Prof. Dr. Pham Hoang Hai
Office: Institute of Geography

Reviewer 2: Assoc. Prof. Dr. Nguyen Xuan Truong
Office: Thai Nguyen University of Education

Reviewer 3: Assoc. Prof. Dr. Hoang Phuc Lam
Office: Ho Chi Minh National Political Academy

The thesis will be protected in front of the thesis review board meeting at

Hanoi National University of Education at…………………………………

The thesis can be found at the libraries: National Library of Vietnam,
Ha Noi or Library of Hanoi National University of Education


LIST OF AUTHOR’S PUBLICATIONS IN RELATION TO THE
THESIS
1.
2.
3.
4.

5.

6.

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8.
9.

10.
11.
12.

Nguyen Trong Nhan (2014), Bẹo tree – A cultural symbol on floating markets
in the Mekong Delta, Journal of Cultural Heritage, 4(49), pp. 102-104.
Nguyen Trong Nhan (2015), Floating markets and floating market
tourism, Vietnam Tourism Magazine, 11, pp. 10-12.

Nguyen Trong Nhan, Le Thong (2016), Background theory of floating
market tourism, Scientific journal of Can Tho University, 43, pp. 60-68.
Nguyen Trong Nhan (2017), Floating markets in the Mekong Delta of
Vietnam: Formation history, spatial changes, roles, weaknesses and
Threats, Proceedings of the Scientific Conference "Conserving and
promoting the cultural values of waterways in the process of integration
and development", Cantho University Press, pp. 208-218.
Nguyen Trong Nhan (2017), Attractions of floating markets in the Mekong
Delta for visitors, Proceedings of the Scientific Conference "Conserving
and promoting the cultural values of waterways in the process of
integration and development", Cantho University Press, pp. 219-225.
Nguyen Trong Nhan (2018), Floating markets in the Mekong Delta of
Vetnam from the perspective of Geography, Ho Chi Minh City University
of Science Journal, 15(2), pp. 111-124.
Nguyen Trong Nhan (2018), Research on floating markets in the Mekong
Delta, Proceedings of “Young Scientist Conference of Teachers of
National Universities, 7th”, Publisher of pedagogical University, pp. 214220.
Nguyen Trong Nhan (2018), Floating markets and floating market tourism
in the Mekong Delta - main findings, Cuu Long University Journal of
Science, 10, pp. 21-27.
Nguyen Trong Nhan (2018), Floating markets in the Mekong River Delta
of Vietnam from the perspective of human ecology, Journal of Science and
Technology of Vietnam, 60(11), pp. 34-37.
Nguyen Trong Nhan (2018), Factors affecting exploration of Cai Be and
Cai Rang floating market tourism in Mekon Delta, HNUE Journal of
Science, 63(4), pp. 170-180.
Nguyen Trong Nhan (2018), Solutions for floating market conservation in
the Mekong Delta, Review of Regional Sustainable Development, 8(4), 9097.
Nguyen Trong Nhan (2019), Solutions to exploite floating markets in the
Mekong Delta of Vietnam for tourism, Proceedings of the 11th National

Geographic Scientific Conference in 2019, Thanh Nien Press, pp. 256-265.


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INTRODUCTION
1. REASONS FOR CHOOSING THE TOPIC
In recent decades, tourism has become an important economic sector of
Vietnam. The development of the tourism industry has created positive changes
to the economy, society, culture and international integration process of the
nation. Recognizing the importance of tourism for the country's development,
resolution 08 of the Ministry of Political has set a target that by 2020 tourism
will basically become a key economic sector and by 2030 tourism is really a
key economic sector of Vietnam.
In order to achieve the above objectives, it requires a great effort of all
levels, sectors, enterprises and communities in concentrating all resources for
the exploitation of tourism products, especially specific tourism products of the
regions. Floating market is a traditional commercial business type, containing
cultural values of traveling, buying and unique activities of people on the river,
capable of exploiting for tourism, so it is defined as a in specific tourism
products of the Mekong Delta region.
Tourism types of floating market visiting, exploring, experiencing in the area
have been attracting domestic and foreign tourists, contributing to generate revenue
for localities and people. However, over the past years, besides the activities, the
investment have positive impacts, there are many barriers that prvent the existence
and exploitation activities of floating markets for tourism in the region. Meanwhile,
localities are in need of preserving and exploiting floating markets for tourism.
Therefore, the study on "Floating markets and floating market exploitation for
tourism purposes in the Mekong Delta" not only contributes to overcoming
bottlenecks in the conservation and exploitation of floating markets for tourism but

also in line with the expectations of many localities.
2. OBJECTIVES AND RESEARCH TASKS
2.1. Research objectives
Based on an overview of theoretical and practical issues on floating
markets and exploitation of floating markets for tourism, the dissertation
analyzes the formation and development of floating markets, assesses the ability
and current status of floating market exploitation for tourism in the Mekong
Delta region. From that, effective solutions are recommended for the
conservation and exploitation of floating markets for tourism in the study area.
2.2. Research tasks
To achieve above objectives, the tasks of the thesis are as follows:
- Constructing scientific basis on floating market, floating market
exploitation for tourism and applying to research in the Mekong Delta region;
- Analyzing the formation and development of floating markets in the
Mekong Delta;
- Assessing the ability and current status of floating market exploition for
tourism in the Mekong Delta region;


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- Proposing some solutions for the conservation and exploitation of floating
markets for tourism in the Mekong Delta region.
3. RESEARCH SCOPE
- About research content: Analyzing the formation and development of
floating markets in the Mekong Delta; analyzing the ability and status of
floating market exploitation in the Mekong Delta to serve tourism; proposing
some solutions for the conservation and exploitation of floating markets for
tourism in the study area.
- About research area: The research space of the thesis is in the Mekong

Delta but the focus is on 11 floating markets (Cai Be, Tra On, Cai Rang, Phong
Dien, Long Xuyen, Chau Doc, Ba Ngan, Nga Nam, Vinh Thuan, Ca Mau and
Cai Nuoc) which belong to 8 administrative units (Can Tho city, Tien Giang,
Vinh Long, An Giang, Hau Giang, Soc Trang, Kien Giang and Ca Mau
provinces).
- About research time: Secondary data used for the thesis is from 2014 to
2018. Primary data is collected from 2015 to 2018.
4. SCIENTIFIC HYPOTHESIS
From the research questions and objectives, the scientific hypothesis is as
follows:
(i) The process of formation and development of floating markets in the
Mekong Delta due to the combined impact of natural factors (waterways) and
socio-economy (people, goods and means of transport, transport system,
traditional and modern markets, etc.).
(ii) Floating markets in the Mekong Delta have the ability to attract tourists
in the natural (waterways) and culture (goods, trading activities, goods hanging
form, stallholders’ life). With different levels of convenience in terms of
location and accessibility, tourism resources, infrastructure, the combination
with other types of tourism, tourism development policies make the ability to
exploit floating markets for tourism is different between floating markets.
(iii) The level of tourism development differs between floating markets and
this is due to the impact of tourist demand, investment in technical facilities,
service staff, participation of local people, management and investment of the
state, etc.
(iv) The central and local management agencies lack of solutions for the
conservation and exploitation of floating markets for tourism purposes in the
Mekong Delta.
5. VIEWPOINTS, METHODS AND PROCESS OF RESEARCH
5.1. Research viewpoints
- Systematic viewpoint: The kernel of this view is the change of one factor

that will affect other elements of the system.
- Synthetic viewpoint: In order to have a proper understanding about
things, we must consider them in the interrelationship amongst their parts,
elements, attributes and in the relationship with other things.


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- Territorial viewpoint: The focus of this view is to consider and evaluate
the distribution and relationship of things and phenomena on the earth's surface
in space.
- Prospective and historical viewpoint: When considering and solving
problems in real life, we must pay attention to practical conditions and
historical circumstances that raise and develop things, phenomena as well as
place things and phenomena in the status of movement, change and
transformation in order to see their future development trend.
- Sustainable development viewpoint: The three pillars of this view are
economic growth, social progress and environmental sustainability.
5.2. Reasearch methods
- Methods for collecting and processing documents: Materials for
research are books, scientific journals, proceedings of scientific conference,
projects, statistical yearbook, final report, statistic data, etc. Analytical and
synthesis methods used to handle related and trusted documents.
- The method of field observation: The author's process of observation
was conducted in all the floating markets of the Mekong Delta with the number
of observations of 5. In addition, the author also participated in Cai Rang
floating market cultural tourism festival annual and took a tour in the
Amphawa, Damnoen Saduak and Taling Chan floating markets of Thailand.
- Semi-structured interview method: The author interviewed 8
representatives of the state management agency on culture and tourism in Tien

Giang province, Can Tho city, An Giang province and Soc Trang province as
well as 80 local people who traded on floating markets.
- Questionnaire survey and data analysis methods: The author
interviewed 400 tourists at Cai Be and Cai Rang floating markets. Methods of
Descriptive statistics, Independent-Sample T Test, Bivariate correlation, Scale
reliability, Exploratory factor and Multivariate linear regression analysis are
used to analyze primary data.
- Professional method: The author participated in the workshops on
“Preserving and promoting the cultural values of river in the Mekong Delta in
the process of integration and development" (organized by Faculty of Social
and Human Sciences, Can Tho University), “Restoration of Nga Bay floating
market in order to link with tourist sites in Nga Bay town and Phung Hiep
district" (organized by People's Committee of Nga Bay town) and
"Conservation and development of Cai Be floating market" (organized by
People's Committee of Cai Be district).
- Methods of map and GIS: The author edited administrative map, map of
floating market distribution status, map of current status of floating tourism
exploitation in the Mekong Delta, schema of current status of tourism
exploitation in Cai Be and Cai Rang floating markets.
- Analytical hierarchy process: This method is used to assess the ability to
exploit floating markets for tourism in the Mekong Delta.


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- SWOT analysis method: The author analyze strengths, weaknesses,
opportunities and challenges for floating markets and floating market
exploitation for tourism purposes in the Mekong Delta.
5.3. Research process
The thesis is carried out in a 6-step process.

6. THE SCIENTIFIC AND PRACTICAL SIGNIFICANCE OF THESIS
6.1. Scientific Significance
Clarifying the theoretical basis of floating market, tourism and exploiting
floating market for tourism; practical basis for floating market and exploitation
of floating market for tourism in Thailand to apply to research in the Mekong
Delta region. In particular, the thesis has identified 2 groups of factors affecting
the formation of floating markets, 5 aspects affecting the ability to exploit
floating markets for tourism and 8 groups of criteria for evaluating tourism
exploitation activities to apply for analysis and evaluation in the study area.
6.2. Practical significance
- Analyzing the process of formation and development of floating market
system in the Mekong Delta.
- Assessing the ability and status of exploiting floating markets for tourism
purposes in the Mekong Delta.
- Identifying strengths, weaknesses, opportunities and challenges for the
floating markets and exploitation of floating markets in the Mekong Delta for
tourism purposes.
- Proposing solutions to preserve and exploit floating markets in Mekong
Delta for tourism purposes.
7. STRUCTURE OF THE THESIS
In addition to introduction, conclusion and appendix, the dissertation
consists of 3 chapters:
Chapter 1: The scientific basic of floating market and exploitation of
floating markets for tourism purposes.
Chapter 2: The formation and development of floating markets and
exploitation of floating markets for tourism in the Mekong Delta.
Chapter 3: Solutions to preserve and exploite floating markets for tourism
purposes in the Mekong Delta.
CHAPTER 1
THE SCIENTIFIC BASIC OF FLOATING MARKET AND

EXPLOITATION OF FLOATING MARKETS FOR TOURISM
1.1. OVERVIEW ABOUT RESEARCH ISSUE
1.1.1. International studies on the issue
- Research on floating markets: Throughout the data, floating market
studies were mainly conducted in Thailand and some of those are in Indonesia.
In Thailand, floating markets were studied are Amphawa, Thakha, Wat Takien,
Damnoen Saduak, Taling Chan. The studies focuse on: (i) Reconstruction,
conservation and promotion of floating markets (Buasorn, 2010,
Rattanapongpinyo, 2015); (ii) The impacts of tourism on the floating market


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resources and environment (Seyanont, 2009, Utarasakul, 2012; Choo-in et al.,
2013); (iii) Management of floating markets (Charoensombat, 2002; Bhuapisit
et al., 2013; Rodmanee et al., 2013). In Indonesia, there is a study on the role of
social capital at the Lok Baintan floating market (Rahmini et al., 2015). The
research results provide important material for the content of floating market of
the thesis.
- Research on floating market tourism: To preserve and promote the
floating markets, one of the effective ways is to set up tourism activities in the
appropriate areas. Recognizing this, Indonesia has studied floating market’s
potential in tourism development (Normelani, 2016; Normelani et al., 2016).
Compared with Indonesia, floating market tourism research works in Thailand
are richer in quantity and more diversify on the topic. Research trends in
Thailand are about floating markets’ potential in tourist development
(Wattanacharoensil and Sakdiyakorn, 2015), community-based floating market
tourism (Vajikachorn, 2011, Vajikachorn and Nepal, 2014), tools/methods in
managing tourism in the floating market (Kerdsueb and Teartisup, 2008;
Taiwan, 2012; Buakwan and Visuthisamajarn, 2012), visitor satisfaction for

sustainable floating market development (Wiwattanakantang and To- im, 2014).
These studies provide useful material for analyzing the practical basis of
floating market tourism of the thesis.
1.1.2. Studies about floating markets in Vietnam
- Research on floating markets: Two pioneering works in the floating
market research are "The role of the floating market system in the distribution
of vegetables and fruits in the Mekong Delta" (Do Van Xe et al., 2008) and
"Floating markets in the Mekong Delta" (Nham Hung, 2009). The first study of
the market under the eyes of economists, the second study of floating market
under the view of the writer. To provide further information about the floating
market, many other researchers have done their studies on other aspects. From
the perspective of culture, there are studies by Tran Ngoc Them et al. (2014),
Vo Van Son (2016), Pham Phuong Thuy and Pham Hong Loan (2017).
Ethnologically, floating markets was studied by Ngo Van Le (2014), Huynh
Ngoc Thu (2015). From a historian perspective, floating markets was studied by
Nguyen Huu Hieu (2017). Under human ecology view, floating markets have
been studied by Dao Ngoc Canh (2017). The conservation and promotion of
Nga Bay, Cai Rang, Phong Dien, Cai Be floating markets have been studied by
Nguyen Van Hoang (2013), Can Tho Institute of Economy and Society (2015),
Dao Thi Ngoc Minh and Vo Thi Bich Diem (2017), Cai Be district People's
Committee (2017), respectively. Thus, floating markets have been studied in
many aspects; however, the author has his own ideas about the floating
markets’ formation and development in the Mekong Delta in this study and
those are new points of view in this thesis.
- Research on floating market tourism: To date, in Vietnam, few studies
on floating market tourism have been conducted. In 2015, Cao Nguyen Ngoc
Anh and Lam Nhan published two scientific papers on "Floating market
tourism in the Mekong Delta: a case study of Cai Be floating market, Tien
Giang province" and “Cai Be floating market in Tien Giang province with the
exploitation and development of tourism", respectively. In 2017, Cai Be district

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People's Committee implemented the project of preserving and promoting Cai
Be floating market. Beside Cai Be floating market, Cai Rang floating market
has been studied by Can Tho Institute of Economy and Society ("Cai Rang
floating market preservation and development project", 2015), Nguyen Thi
Huynh Phuong ("The tourism development of Cai Rang floating market in Can
Tho city, Vietnam: From policy to reality", 2017). These studies are similar to
small parts compared with this thesis’s content. The research results about the
ability and the current status of the floating market exploitation for tourism,
solutions to conserve and exploit floating markets for tourism in the Mekong
Delta were independently studied by the author and these are new points of the
thesis.
1.2. THE SCIENTIFIC BASIC OF FLOATING MARKET AND
EXPLOITATION OF FLOATING MARKETS FOR TOURISM
PURPOSES
1.2.1. About floating market
1.2.1.1. The concept of floating market
Based on analyzing concepts about the floating market in Vietnam and
Thailand, it is possible to understand floating market is a concentrated point of
commerce on the river, where travelling and trading activities are done by
boats, canoes and expresses the livelihoods, traditional lifestyles of the people.
1.2.1.2. Roles and functions of floating market
Floating market is a place where people focus on trading and exchanging
goods and services so it has roles such as: forming a social trade network,
raising awareness of people in commodity economy, generating revenue for the
local budget, promoting the development of many production lines, creating
jobs for people, preserving national cultural identity. Floating market is an

important component of the traditional market so it has the following functions:
trading goods, implementing and recognizing the value of the goods, creating
value for goods, concentrating commodity, signaling the market, improving
product distribution efficiency, providing services.
1.2.1.3. Influence factors on the formation of floating market
Floating markets are formed by the simultaneous impacts of natural and
socio-economic factors. Natural factors affecting the formation of floating
markets are the roles and characteristics of waterways. The socio-economic
factors that influence the formation of floating markets include the abundant
agricultural products, the need to buy and sell on the rivers, the demand for
agricultural products of the urban people, the supply of waterways transport
means of the market, the movement of goods by inland waterways plays the
leading role, the consensus of society.
1.2.2. About tourism
1.2.2.1. Concepts
In this section, the concepts related to tourism are discussed including
tourism, tourists, tourism resources, tourism products and community tourism.
Tourism is activities related to the trip of people outside their habitual
residence for not more than one continuous year to meet the needs of


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sightseeing, relaxation, recreation, exploration and discovery of tourism
resources or in combination with other legitimate purposes.
Tourists are those who travel or combine tourism, except in the case of
going to work or school to receive income at the destination.
Tourism resources are natural landscape, natural elements and cultural
values that form the basis for the formation of tourist products, tourist resorts
and tourist spots in order to meet tourist demands. Tourism resources include

natural tourism resources and cultural tourism resources.
Travel products are a collection of services based on the exploitation of
tourism resources to meet the needs of tourists.
Community tourism is a form of tourism developed on the basis of cultural
values of the community, managed, exploited and benefited by communities.
1.2.2.2. Types of tourism
There are many ways to classify tourism based on visitors’ different
purposes. For example, based on travelling space there are domestic and
international travel; based on trip purposes, it has sightseeing, leisure, visiting,
business, and sports tourism, or festival, spiritual/religious, education, business,
and exploring tourism; based on tourism resources we have natural and cultural
tourism; based on means of transportation it consists of car, train, motorbike,
bicycle, boat, raft, animal travelling; based on the form of organization there are
group and personal tourism; etc. However, the tourist classification that bases
on journey purposes is more popular.
1.2.3. Exploiting floating markets for tourism purposes
1.2.3.1. The definition of floating market tourism
Floating market tourism is a part of cultural tourism, so the concept of
floating market tourism is related to the concept of cultural tourism. On the
basis of analyzing some of the cultural tourism concepts in the world and in
Vietnam, floating market tourism is understood as the activities that arise from
the interaction of visitors with the centralized river trading activities of people,
have the participation of the community, preserve and promote the floating
market cultural values.
1.2.3.2. Different subjects participating in floating market tourism
Floating market tourism involves a number of different actors, therefore, to
motivate the development of floating tourism should involve many stakeholders
(local people and stallholders, tourists, travel agencies, tour guides, local
government and related departments, local tourism association, universities and
research institutes, press and broadcasting agencies) in the implementation of

various activities (conserving floating markets, providing tourism services,
developing tourist products, managing tourist activities, protecting tourist
environment, ensuring visitor safe, guiding visitors, promoting destination
image, making policy and investing, developing the service staff).
1.2.3.3. Factors affecting the exploitation ability of floating market
tourism
Floating market tourism is related to many different components and
objects, so the ability to exploit it is influenced by the factors:


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- Location has an important influence on the ability to exploit floating
market tourism because it creates the distance between the tourist destination
and the floating market. If other factors are the same, the distance from the
floating market to the market increases, the demand for floating markets of the
tourists down and vice versa. Floating markets are as close as possible to the
tourist market, they will be easily developed.
- Tourism resources that affect the ability to exploit floating market
tourism are natural tourism resources and cultural tourism resources. Natural
tourism resources are likely to attract tourists in floating markets are rivers.
Meanwhile, the elements of cultural tourism resources play an attractive role for
visitors in the floating market, such as goods, trading activities, goods hanging
form, the life of stallholders. Floating markets are diverse and unique in tourism
resources will be more likely to exploite tourism.
- Infrastructure plays an important role in the floating market tourism
exploitation because it meets the demand for travel, sightseeing, shopping,
communication and activities of visitors. Therefore, the floating markets have
the perfect infrastructure system, the ability to exploit it for tourism is feasible.
- Floating market tourism exploitation can not be separated from other

types of tourism because they have a close relationship, moreover, visitors have
the need to experience many types of tourism in one trip. Therefore, floating
markets exist in a space that is favorable for linking with other attractive
factors, the more likely it is for tourism exploitation.
- Policy plays an important role in exploring floating market tourism
because it provides a framework and orientation for operations, regulates
imbalances and inappropriate behaviors, creates preconditions and promotes
development. Therefore, the floating markets have policies to develop tourism,
the ability to exploit tourism will be much more favorable.
1.2.3.4. Criteria for the assessment of floating market tourism
Many criteria can be used to evaluate floating tourism activities such as:
- Tourists and revenue from tourists. Evaluation criteria: market and
number of visitors, tourism activities of tourists; total revenue from tourism,
revenue distribution.
- Technical facilities for tourism. Evaluation criteria: type, quantity and
quality of technical facilities, the level of meeting the needs of visitors of
technical facilities.
- Tourism staff. Evaluation criteria: the level of diversity for service
activities of employees, the level of response to the quantity and quality of
service personnel.
- Involvement of local people in tourism. Evaluation criteria: the work and
level of participation of local people in tourism.
- Order and safety in travel. Evaluation criteria: manifestations of security
and safety, ensuring and unsecured aspects for security and safety in tourism.
- Water environment and scenery at the destination. Evaluation criteria:
river waste, river water quality, landscape along the river.


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- Price of travel services. Evaluation criteria: reasonable level of price of
services.
- Management and investment of the state for tourism. Evaluation criteria:
management and investment activities for tourism development.
1.3. THE PRACTICAL BASIS OF FLOATING MARKET AND
EXPLOITATION OF FLOATING MARKETS FOR TOURISM
PURPOSES IN THAILAND
Floating markets are in Thailand, Indonesia and Vietnam. Thailand is not
only the country with the most well-known floating markets, but the recovery,
conservation and exploitation of floating markets have also gained the most
prominent achievements, deserving to be a model for many countries to follow.
Thus, the practical problems of floating markets and floating market
exploitation for tourism have been studied only in some cases in Thailand.
Amphawa, Damnoen Saduak and Taling Chan are notable for their
architectural, cultural, social and economic importance, but are also popular
tourist destinations in the world. In the past, due to the development of the road
transport system, the competition of traditional markets and supermarkets made
the floating markets turn away. In recent decades, floating markets have been
restored, preserved and exploited in the direction of tourism. The restoration,
preservation and exploitation of floating market tourism provides lessons for
the Mekong Delta in many aspects (creating and using effective financial
resources, getting more envolvement of local people, coordinating among
stakeholders, gathering information and ideas, araising awareness; developing
more tourist products, managing services’ and goods’ prize, protecting
environmental and landscape).
CHAPTER 2
THE FORMATION, DEVELOPMENT OF FLOATING MARKETS AND
EXPLOITATION OF FLOATING MARKETS FOR TOURISM
PURPOSES IN THE MEKONG DELTA
2.1. THE FORMATION AND DEVELOPMENT OF FLOATING

MARKETS IN THE MEKONG DELTA
2.1.1. General information about the Mekong Delta
The Mekong Delta has an area of 40,816.3 square kilometers and about
360,000 square kilometers of exclusive economic zone. The location of the area
is favorable for waterway and road trade, visitor access and tourism
development cooperation. The Mekong Delta has a flat topography, favorable
for navigation and large scale agricultural production. The Mekong Delta has a
humid tropical climate near the equator, which is favorable for agricultural
production and tourism development. There are five major soil groups in the
area in descending order: alum soil, alluvial soil, saline soil, gray soil and other
soil. Among them, alluvial soil is best suited for agricultural cultivation. The
remaining soil groups, if they are improved, fertilized and selected for proper
cropping, also yields significant crop yields. The Mekong Delta has a system of


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intertwined rivers and canals. This hydrological network is not only valuable
for transportation and irrigation but also for tourism.
People in the Mekong Delta have a lot of experience in agricultural
production. In addition, they soon reach commodity production and are quick in
the market economy to facilitate the development of the agricultural economy.
The number of people in the working age is large so the demand for jobs in the
economic sectors of the region is very large. The transportation system of the
region is being improved in terms of road, river, sea and air. The power grid has
met the needs of the people in the area. Posts and telecommunications are
increasingly improved and are being modernized. The agriculture-forestryfisheries sector accounts for the largest share of the region's GDP and the share
of the sector tends to decrease. The weight of the service industry is second and
tends to increase. The least weight in the industry and the upward tendency is
the actual state of the industry. For agriculture - forestry - fishery, agriculture

plays the most important role because it occupies a high proportion in the
structure of production value. In the structure of agricultural production,
cultivation always predominates in proportion. In terms of industry, the food
processing industry occupies the highest proportion in the structure of industrial
production value. The service sector in the Mekong Delta has seen positive
changes with relatively high growth rates. Because of its strength in
agribusiness, trading activities and trade in the region are likely to develop. The
Mekong Delta has great potential for developing tourism with its unique
ecotourism, river tourism, etc.
2.1.2. The formation of floating markets in the Mekong Delta
2.1.2.1. The history of floating markets
Floating markets in the Mekong Delta were born naturally from the travel
and shopping on the river of the people. Cai Be floating market can be formed
at the end of the XVIII century. In the early 20th century, Tra On, Cai Rang,
Nga Bay and Nga Nam floating markets were born. Ca Mau, Phong Dien, Long
Xuyen and Chau Doc floating markets were born in the 70s of the twentieth
century. Meanwhile, Cai Nuoc floating market came out after a decade. In the
90s of the 20th century, Vinh Thuan floating market was formed. Up to now,
the floating markets in the Mekong Delta have existed for over 200 years, a
short time not for the process of settling, exploring and establishing the
sovereignty of the Vietnamese in the South. This intense vitality demonstrates
the great role of the floating markets for the people.
2.1.2.2. Factors influencing the formation of floating markets
Floating markets in the Mekong Delta are formed by the combination of
natural and socio-economic factors of the region. Natural elements (rivers)
provide roads and platforms for floating markets. Socio-economic factors
(plentiful agricultural products, people's demand for river trading, urban
people’consumption of agricultural products, the supply of means of transport
of the market, transport of goods by inland waterways plays the leading role,
the consensus of society) to provide goods, objects of sale, means of transport

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for floating markets and create favorable conditions for formation of the
floating markets. Therefore, lack of one of those factors, the floating markets
can not be formed.
2.1.3. The development of the floating market system in the Mekong Delta
2.1.3.1. Roles of floating markets
In general, floating markets in the Mekong Delta have main roles in:
distributing agricultural products, creating revenue for the local budget, creating
more jobs and getting income for local people, promoting the development of
many manufacturing industries, exchanging culture and information, promoting
the image of the region, creating inspiration for creative arts, preserving
national cultural identity, being tourism resources.
2.1.3.2. The space change of floating markets
In order to limit traffic congestion and accidents, inadequate order and
local environmental pollution, local authorities coordinate with inland waterway
police to move most of the floating markets reached other positions in the last
decade of the twentieth century (Ca Mau, Cai Rang, Chau Doc, Nga Nam), the
first decade (Nga Bay, Ca Mau, Long Xuyen, Tra On) and the second (Vinh
Thuan, Cai Nuoc) of the 21st century. After the floating markets were moved,
congestion and traffic accidents are basically overcome, the problem of order is
improved. In addition, many new locations are more suitable for tourism
activities because of the space and the use of ships, boats to visit. In addition to
the positive aspects, the floating market relocation also caused certain
consequences (reducing the number of boats to buy and change the nature of the
floating markets).
2.1.3.3. The current situation of floating market network
Currently, the Mekong Delta has 11 floating markets: Cai Be (Tien Giang

province), Tra On (Vinh Long province), Cai Rang and Phong Dien (Can Tho
city), Long Xuyen and Chau Doc (An Giang province) Nga Nam and Ca Mau
(Ca Mau province), Vinh Thuan (Kien Giang province), Nga Nam (Soc Trang
province). Considering the correlation between the floating markets, Cai Rang,
Long Xuyen and Nga Nam have large scale (≥ 150 boats/canoes). Cai Be, Vinh
Thuan, Chau Doc, Phong Dien, Ca Mau, Cai Nuoc, Ba Ngan, Tra On have
small scale (<150 boats/canoes). Considering the latitude, the floating markets
are mainly distributed in the south of Hau River. By the meridians, the floating
markets are distributed mainly in the area near the middle of the delta. The old
floating markets are mainly distributed along the Tien River, Hau River and the
canal connecting the Hau River with the Nga Nam area of Soc Trang. Floating
markets are large scale in the garden. Floating markets operate throughout the
year. The number of boats participating in the floating market has changed a
certain quarter and time. From January to April, the number of boats taking
place in the floating markets have been on the upward trend and this trend is
still maintained from May to August. From September to December, the bustle
of trading activities in the market tends to decrease. At the time of Doan Ngo
and Nguyen Dan Tet holiday, the number of boats participating in floating
markets was higher than in other periods. Early morning is the time of purchase


12

activity is most crowded. Compared to the floating markets in the 80s and
earlier, the floating markets currently have significant changes in trading
activities (the correlation between the number of large boats and small boats,
between row boats and motor boats, between goods boats of local and outside
of the locality, services, measurement units, how to buy goods, the ability to
sell goods).
2.1.3.4. Challenges for floating markets

In the course of theirs existence, floating markets have been facing
challenges such as the development of the road network, the development of the
market network on the shore, the number of people buying and selling at
floating markets has decreased, the development of the barn system. The
question is, in the future, the floating market is lost? Many researchers believe
that trade on river is a typical cultural characteristic of the people living in the
river environment. Floating markets are one of many cultural elements
contributing to the cultural diversity of the Vietnamese people, so floating
markets will continue to exist. It is also said that if there is no interest,
investment for conservation and development of sustainable tourism, some
floating markets will be lost. In our opinion, when local people no longer need
to consume commodities on floating markets, people no longer have the need to
buy on floating markets, local authorities are not interested in floating markets,
the floating markets lost.
2.2. THE ABILITY AND CURRENT STATUS OF EXPLOITING
FLOATING MARKETS FOR TOURISM PURPOSES IN THE
MEKONG DELTA
2.2.1. Factors affecting the ability of floating market exploitation for
tourism
2.2.1.1. Location and access ability
The location of the floating markets affect the distance from them to the
visitor center and the degree of accessibility of the approach. The two leading
customer centers in the region and adjacent areas are Can Tho city, Ho Chi
Minh city. In relation to Ho Chi Minh city about the distance, Cai Be, Cai
Rang, Tra On, Long Xuyen, Phong Dien and Ba Ngan floating markets are
most convenient for tourists because it is less time consuming for moving
compared to other floating markets. For the sphere of influence of Can Tho city,
Cai Rang, Phong Dien, Tra On, Ba Ngan, Nga Nam, Cai Be, Long Xuyen
floating markets are most suitable for tourism compared to other floating
markets on the distance factor. In terms of accessibility, the floating markets in

the Mekong Delta are located near the urban center (town, town, city), where
many roads meet, so visitors can go to the floating markets with many roads.
On the waterways, the floating market are located on the main lines or the
confluence of many tributaries and, therefore, the cruise ships can access the
floating markets from different locations.
2.2.1.2. Tourism resources
- Natural tourism resources. Natural element is able to attract tourists in
the floating market is the river. In general, river in floating market area is


13

usually quite wide and wide and water is relatively clean and fresh, so they can
attract travelers. In the Mekong Delta region, Long Xuyen, Chau Doc, Cai Be,
Tra On, Cai Rang, Phong Dien, Ba Ngan, Nga Nam and Vinh Thuan floating
markets have potentials to exploit tourism based on the river. In addition, water
also attracts visitors by their ecological, cultural and historical significance.
Coming to the Mekong Delta, many tourists are looking forward to boating to
see Tien river, Hau river; the canals that create the name of Nga Bay, Nga Nam.
Coming to Cai Be, Long Xuyen, Chau Doc, Cai Rang, Ba Ngan and Nga Nam
floating markets will help visitors to satisfy this demand.
- Cultural tourism resources. Floating markets are attractive to tourists
because of:
+ Goods. On the floating markets, people sell many kinds of goods but the
most popular and make up the largest proportion of agricultural products. In
addition, food, beverages, fresh food, essentials, souvenirs, household items,
seedlings, petrol, ornamental plants, lottery tickets, etc. are also available at this
floating market or other floating market. Compared to goods in the region,
goods on the floating markets are not typical, however, they serve the needs of
visiting, dining and shopping of tourists. In the floating markets in the region,

Cai Rang, Long Xuyen, Nga Nam, Cai Be, Vinh Thuan is the first in terms of
volume and variety of goods should be more likely to exploit tourism.
+ Trading activities. Trading activities on floating markets in the Mekong
Delta regiong show the characteristics of the commercial culture on the river
(the means used in trade are boats and shells, rivers are the site for activities.
The price of agricultural products is cheaper than the market on the shore. To
trade, different boats will get close to each together; the boating time mooring
depend on the purchasing from customers); therefore, it is likely to attract
tourists to visit, learn, experience. Finding out or hearing about this activity is
truly tourists’ expectation. Amongst those floating market, Cai Rang, Long
Xuyen, Nga Nam, Cai Be and Vinh Thuan have the most active buying and
selling activities, so there are many possibilities for tourism operation.
+ Goods hanging form. Goods hanging is hanging items for sale on the tree
or rope to customers to see. Commodities are agricultural products. The boat
nose is the ideal place to hang the goods. Goods hanging is a way of marketing
goods in the style of folk but not less unique because it demonstrates the ability
to cope with the river environment and the competitive experience of people in
the Mekong Delta. Moreover, many kinds of goods with different sizes, shapes
and colors are hanged on a stick, which creates a beautiful, impressive image.
Many tourists, especially international visitors, are more interested in the way
of goods hanging on the floating markets. Except for Cai Nuoc floating market,
other floating markets have a way of goods hanging, however, Cai Rang, Long
Xuyen, Nga Nam, Cai Be, Vinh Thuan and Chau Doc floating markets are truly
the top attractions of goods hanging form.


14

+ The life of the stallholders. The life of the people in the Mekong Delta's
floating markets are characterized by unique cultural values that characterize

the activities of leveraging and adapting the aquatic environment of the people
(popular cooking utensils are gas stoves; river water is commonly used in
cooking, drinking, bathing and washing food; worship Ba Cau, Nam Hai
Buddha to pray for the trip is advantageous). Because of that, it is one of the
attractions for visitors to the floating markets. Floating markets are crowded
with boats (Cai Rang, Long Xuyen, Nga Nam), they will have more advantages
in tourism exploitation because they show the life of the people more lively.
2.2.1.3. Infrastructure
The Mekong Delta’s floating markets are located close to the center of city,
district, town so they make use of a relatively uniform infrastructure network
for their development. The components of the infrastructure, the road system,
the pier/tourist port/wharf, commercial network, communication system, water
supply system, power network intensive with the ability to exploit the floating
market for tourism.
- On the road system, national highways and provincial roads through the
floating markets are all covered with plastic and the lane is wide enough for the
transportation of passenger vehicles with different types of load.
- The floating market pier, tourist port (Cai Be tourist pier, Ninh Kieu
tourist port, Cai Rang tourist boat station) have met the needs of visitors.
Particularly, environmental sanitation is not guaranteed. The wharfs (Tra On,
Long Xuyen, Chau Doc, Nga Nam floating markets) make use of the
embankment/ferry space so that only meet the small needs of visitors; the
standards of aesthetics, environmental sanitation, the level of convenience in
travel is not suitable for tourism operation.
- At each floating market there is a presence of the market on the shore.
This commercial network not only meets the needs of eating and shopping but
also places tourists can visit, learn about the life, activities, business culture of
people and local specialties. Other infrastructure elements such as
communication system, water supply system and electricity network basically
meet the demand of floating market exploitation for tourism.

2.2.1.4. The combination with other types of tourism
Floating market is one of the forms of tourism of the Mekong Delta so it
can not survive isolated types of tourism. Types of tourism have been exploited
in combination with floating market tourism, including visiting fruit orchards,
visiting the trade village, enjoying the singer of the actor, canoeing on the canal,
visiting ancient houses, visiting the ethnic village, visiting the
churches/temples/monasteries/cathedrals, visiting the stork garden, see the
monkey/pig racing/dog racing,… This type of tourism is located in the vicinity
of the floating markets and contributes significantly to improving the ability to
exploit tourism in many floating markets. In the floating markets of the Mekong


15

Delta, Cai Be, Cai Rang, Phong Dien, Long Xuyen, Chau Doc, Ba Ngan and
Nga Nam floating markets have been exploited on the basis of combination
with other forms of tourism in the region.
2.2.1.5. Policy on tourism development
Up to now, there has been policy solutions to exploit Cai Be and Cai Rang
floating markets for tourism. Main policies focus on: encouraging all economic
sectors to participate in tourism business; creating favorable conditions for all
economic sectors to invest in tourism development; encouraging the
participation of local people; improving staffs’ professional knowledge and
skills in tourism; ensuring safety for visitors; promoting and marketing floating
market tourism; etc. With these policies, will create a motive force for
exploring Cai Be and Cai Rang floating market tourism in the future.
2.2.2. The current status of tourism activities in floating markets
2.2.2.1. Tourists and total revenue
Visitors can be classified into two types of domestic and international.
International visitors mainly come from Western Europe, Northeast Asia, North

America, Australia, and Southeast Asia. The majority of domestic visitors come
from the Southeast, the Mekong Delta region, the Red River Delta region and
the South Central Coast area. Currently, due to lack of local statistical interest,
we only have visitors to Cai Be and Cai Rang floating markets.
Table 2.7: Arrivals to Cai Be and Cai Rang floating markets and the
relationship with arrivals of Tien Giang province and Can Tho city (2014-2018)
Cai Be
Tien
% of
Cai Răng Can Tho
% of
floating
Giang
visitors
floating
city
visitors
market
province in Cai Be market (arrivals)
in Cai
(arrivals) (arrivals) floating (arrivals)
Răng
market
floating
Year
compared
market
to
compared
visitors

to
in Tien
visitors
Giang
in Can
province
Tho city
2014 129.019 1.426.167
9,05
237.000 1.367.726
17,33
2015 143.020 1.525.129
9,38
272.000 1.619.070
16,80
2016 149.670 1.690.062
8,86
300.000 1.726.531
17,38
2017 164.000 1.850.000
8,86
325.913 2.184.385
14,92
2018 175.030 1.986.345
8,81
375.862 2.658.740
14,14
On average, visitors spend 30 minutes to 2 hours traveling and visiting the
floating market. In floating markets, visitors often perform some activities such
as watching the riverbank, observing the purchase and living activities of trader

on the rivers, watching and buying agricultural products, eating, taking photo.


16

In general, the floating markets in the Mekong Delta region are exploited based
on natural and cultural attractions without any significant investment. It is hard
for visitors to participate in many activities.
There are tourists who travel to Cai Be, Cai Rang, Phong Dien, Long
Xuyen, Chau Doc, Ba Ngan and Nga Nam floating markets. The service
providers in the Cai Be and Cai Rang floating markets usually get the most
revenue, while those who provide services in the other floating markets have a
less benefit from tourist activities.
Table 2.8: Tourism revenue of Cai Be and Cai Rang floating markets
and the relationship with tourism revenue of Tien Giang province and Can
Tho city (2014-2018)
Tourism Tourism % of Cai Tourism Tourism % of Cai
revenue revenue
Be
revenue revenue
Rang
of Cai Be of Tien
floating
of Cai
of Can
floating
floating
Giang
market
Rang

Tho city
market
market province revenue floating (million revenue
Year (million (million compared market
VND) compared
VND)
VND)
to
(million
to
revenue
VND)
revenue
of Tien
of Can
Giang
Tho city
province
2014
9.418
433.509
2,17
10.902 1.169.525
0,93
2015 10.440
531.650
1,96
13.048 1.747.315
0,75
2016 10.925

626.956
1,74
14.430 1.826.167
0,79
2017 11.972
786.081
1,52
21.727 2.897.900
0,75
2018 12.777
964.364
1,32
25.032 3.785.100
0,66
Businessesman, local people in Cai Be and Cai Rang floating markets
receive income from visitor spending on transportation, guide, dining and
shopping services. Enterprises and local residents in other floating markets
mainly get benefits from traveling, eating and drinking of visitors.
2.2.2.2. Technical facilities for tourism
At present, Cai Be and Cai Rang floating markets have a large touring boat.
Boats in these two floating markets have large loads, are designed and
decorated quite eye-catching, enough to serve groups and guests. Apart from
these two boats, there are also some boat trips to Phong Dien, Chau Doc and Ba
Ngan floating markets. To meet retail demand, Cai Rang, Long Xuyen and Nga
Nam floating market also have boats. Whatever kind of transportation, they all
meet the needs of moving and visiting. As a result, there is no overloading of
visitors and gives visitors different feelings.
Table 2.4: The number of boats serving tourists in the floating markets
Pier / tourist Number of boats
Medium load

Capacity loaded
port, wharf
(piece)
capacity
at the same time
(visitor)
(visitor)
Cai Be
120 boats
13
1.560


17

Cai Rang
138 boats, 14 canoes
16, 6
2.144, 84
Long Xuyen
4 canoes
10
40
Chau Doc
3 canoes
10
30
Nga Nam
17 canoes
5

85
At present, the number of eating and shopping establishments in floating
markets are very low. At Cai Rang floating market, there is a boat for food and
shopping, 3 floating rafts serving food, a floating raft for a variety of fruits, a
catering establishment. Meanwhile, there is only one boat for catering on Cai
Be floating market. The remaining floating markets do not have these facilities.
Besides, on the floating markets there are visitors to have a few boats selling
food and drinks, mainly to serve the needs of individual customers. Although
the number is not much, but these facilities have been contributing significantly
to meet the needs, prolong the visit time and stimulate the spending of visitors.
2.2.2.3. Tourism service staff
With the total demand for tourism floating market as today, no shortage of
labor to meet the travel of tourists. The strengths of floating market tourism
service staff in the Mekong Delta is rapid in the implementation of services,
enthusiastic to help visitors, friendly and hospitable, professional in controlling
the means of transport, to serve the visitors in a gentle way. However, because
of low educational and professional level, the staffs are limited in terms of
destination knowledge, tourist psychology and communication arts,
demonstration power, emotional management skills, foreign language ability,
behavioral culture.
2.2.2.4. The participation of local people in tourism
At present, local people have been involved in passenger transport (Cai Be,
Cai Rang, Phong Dien, Long Xuyen, Chau Doc, Ba Ngan, Nga Nam floating
markets), providing sightseeing services (Cai Be, Cai Rang, Phong Dien, Chau
Doc floating markets), selling souvenirs (Cai Be and Cai Rang floating
markets), providing catering services (Cai Be, Cai Rang, Phong Dien, Long
Xuyen, Chau Doc, Ba Ngan and Nga Nam floating markets) and shopping (Cai
Be, Cai Rang, Phong Dien, Long Xuyen, Chau Doc, Ba Ngan, Nga Nam
floating markets) for visitors, contributing ideas for exploring floating markets
for tourism (Cai Be and Cai Rang floating markets), the establishment and

operation of the tourism company (Cai Be floating market). Due to the number
of visitors to the floating markets and the local interest in floating markets are
different, the level of participation of local people in tourism activities is
different. In general, local people in Cai Rang and Cai Be floating markets are
more engaged in tourism activities in terms of quantity and engagement.
Although local people have been involved in tourism, the benefits of floating
market tourism are mainly attributed to tourism companies and transportation
providers.
2.2.2.5. Order and safety in tourism
In the Mekong Delta’s floating market tourism destinations, the begging
status is sometimes still taking place at the Ninh Kieu tourism port, where many
tourists rent boats for visiting the Cai Rang floating market. Rowing tourists to


18

rent means of transport is a popular phenomenon in Ninh Kieu tourism port and
occasionally at Cai Be pier, O Moi ferry (where to visit Long Xuyen floating
market) and Nga Nam ferry. Price challenge is a common trend among service
providers in floating markets. The State Administration of Culture and Tourism
said that about two years ago, there was no theft, fraud and traffic accidents
occur in floating markets, adversely affecting the property and the lives of
visitors. In general, the order and safety situation in the floating market tourism
in the Mekong Delta is quite good. With the exception of begging, rowing and
price challenge must improve, the remaining aspects should be maintained.
2.2.2.6. Water environment and scenery at the destination
Floating markets of Cai Be, Cai Rang, Phong Dien, Long Xuyen, Chau
Doc, Nga Nam always have the presence of many types of rubbish. Discharged
people are stallholders and residents. Apart from the stallholders and local
residents, tourists are also involved in litter activities in some floating markets

with popular tourist activities (Cai Be and Cai Rang). The popularity of garbage
reduces the satisfaction of visitors. Not only waste on the river, the landscape in
one or two banks of river where the floating markets are located (Cai Be, Cai
Rang, Long Xuyen, Nga Nam) does not guarantee standards for tourism
operations. Slum dwellings, old rafts, mudflats and groves, and residential areas
of full garbage really are barriers to exploring floating markets for tourism.
2.2.2.7. The price of tourism services
Tourist services in the Mekong Delta floating markets include sightseeing,
dining and shopping. Sightseeing services are available at Cai Be, Cai Rang,
Phong Dien, Long Xuyen, Chau Doc, Ba Ngan and Nga Nam floating markets.
Catering is also present in the above floating markets. Shopping only at Cai Be
and Cai Rang floating markets. The above price of services is relatively high
compared to what visitors get. The price of services is relatively high compared
to the quality of germination of the lack of sustainability in floating market
tourism exploitation because high service prices are low demand and vice versa.
2.2.2.8. Management and investment from local government for tourism
Currently, only tourist activities in Cai Be and Cai Rang floating markets
are managed, tourism activities in other floating markets are left abandoned.
Tourism management activities at Cai Be and Cai Rang floating markets
include planning destination space, developing tourism product, promoting
destination image, estimating the number of tourist arrivals and turnover,
training for development of tourist staff, managing tourist means of
transportation, ensuring security, order and safety for tourists, propagating
people to protect the environment, implementing measures to raise awareness of
people about tourism, etc. In order to promote the socio-economic development
in general and tourism in particular, the localities in the region have invested in
the building of synchronous road transport system, electricity and water supply
network, communication system to the district/town/city, creating favorable
conditions for the exploitation of floating markets in service of tourism and
attracting investment. In order to exploit river tourism in general, floating

market tourism in particular, Tien Giang province, Can Tho city and Hau Giang


19

province have invested in the construction of parking lots and tourist wharves to
create favorable conditions for visitors to visit the floating markets and other
nearby destinations. Investment in building projects to promote floating
markets, promote tourism, train and foster of tourism service staff, organize
workshops to get opinions of people, experts on floating market tourism
exploitation, etc. which have been implemented for Cai Be and Cai Rang
floating markets.
2.2.3. Case study on exploiting Cai Be and Cai Rang floating market
tourism
2.2.3.1. Brief overview about sample study in Cai Be and Cai Rang
floating markets
According to the study area, 194 and 206 visitors were interviewed at Cai
Be and Cai Rang floating markets, respectively. In terms of visitor composition,
the sample included 300 domestic travelers and 100 international visitors. The
sample consisted of 189 men and 190 women, accounting for 47.2% and
47.5%, respectively. The remaining 21 tourists, accounting for 5.2%, do not
provide sex information. The mean age of the subjects was 18 and the highest
was 67, the mean age was 28.38.
Academic/professional level of the varied sample. The group of
professionals with high school education is 225 people, accounting for 56.2%.
99 people have high school education, accounting for 24.8%. The average
number of visitors in secondary education is 7, accounting for 1.7%. The
remaining 69 respondents, accounting for 17.2%, do not provide information on
educational/professional qualifications.
The study sample is mostly visitors from urban areas with 249 people,

accounting for 62.2%. The number of visitors coming from rural areas was 103,
accounting for 25.8%. The remaining 48 visitors accounted for 12% do not
provide information on the type of residence.
Domestic visitors of the sample are mainly from the Mekong Delta with
152 visitors accounting for 38%. 116 guests occupy 29% of the South East. The
number of visitors from the South Central Coast, the Central Highlands, the
North Central Coast and the Red River Delta is 32, accounting for 8%.
International visitors of the sample come from a number of countries in
descending order of US, UK, Germany, China, Israel, Philippines, Russia,
Netherlands, Canada, Denmark, Italy, Australia, Japan, Malaysia, Spain, South
Korea, Sweden, Taiwan (China) and Thailand.
2.2.3.2. Tourism activities of tourists in Cai and Cai Rang Be floating markets
Most visitors know Cai Be and Cai Rang floating markets thanks to
relatives/friends (55.8%). A very significant percentage of travelers know Cai
Be and Cai Rang floating markets thanks to the Internet (43.2%). Relative to
friends/relatives and the Internet, tourism companies played a minor role in
promoting information, images of Cai Be and Cai Rang (25.8%). Media such as
television (18.5%), guide books (12.5%), newspapers and magazines (11.2%),
other media (3%), radio (8%) are also sources of information about Cai Be and
Cai Rang for tourists but the role is quite faint.


20

For Cai Be and Cai Rang floating markets, the coolness and freshness of
river atmosphere is the top tourist attraction (58.2%). Three elements of trading
activitiy (54%), stallholder’s living and working on the riverside (44%) also
motivate many visitors to explore. Many visitors to the floating market also
need to buy fruit (24.8%). The number of people who came to the floating
markets for other purposes accounted for a small proportion (7.5%).

Visiting the scenery is the activity of many visitors to Cai Be and Cai Rang
floating markets (86%). Activities of researching/finding trading ways (52,2%), life
and living of stallhholders on the rivers (41,8%), buying and enjoying fruits (38,2%),
buying and enjoying food/drinks (36%) are also took by many visitors. Meanwhile,
other activities were only carried out by a small number of visitors (4.5%).
2.2.3.3. Factors affecting tourism exploitation in Cai Be and Cai Rang
floating markets
The assumtion model of factors affecting exploitation of Cai Be and Cai
Rang floating market tourism that includes 7 independent scales and 32
viriables. In addition to 7 independent scales, the model has a dependent scale
consisting of 3 variable. Through the methods of scale reliability, exploratory
factor, multivariate linear regression analysis show that the eight factors
affecting the floating market tourism exploitation in descending importance are
"tourist guides", "service staff on transport means of transportation", "water
environment", "price of travel services", "transport system for tourism", “order
and safety in tourism", "transport means of transport", "equipment for
environmental protection and tourist health".
2.2.3.4. Visitors' assessment on the factors affecting tourism exploitation
activities in Cai Be and Cai Rang floating markets
Most of the factors that affect the tourism exploitation activities in Cai Be
and Cai Rang floating markets are considered by tourists to be quite
good/reasonable, such as tourist guides, prices of travel services , transportation
system for tourism, order and safety in tourism, transportation of floating
market visit. The factor that visitors appreciate at a good level is the staff on the
transport of floating market visit. Meanwhile, the degree of relative pollution is
the assessment of visitors to the river environment in the floating markets.
2.2.3.5. The relationship between the attraction of Cai Be floating, Cai
Rang floating market with visitors’ satisfaction and expectation
Cai Be and Cai Rang floating markets are considered by visitors to be quite
attractive (4.89/7 points) and this is one of the factors that affects their

satisfaction and repeat visit. Accordingly, the tourists feel quite satisfied about
the trip (5.0/7 points) and intend to return, their intention to recommend the
destination is also quite high (4.87/7 and 5.48/7 points, respectively). At 99%
confidence (**), the level of appeal of the floating markets have a positive
correlation with satisfaction, intended repeat visit and introduction of visitors.
This means that the higher the attractiveness of floating markets, the greater the
ability of introduction to prospects and the number of times visitors return.
However, the relationship between the degree of attraction of the destinations


21

with the satisfaction and the intention of introducing to the relatives and friends
of the visitors is stronger than their intended return.
2.2.3.6. The difference in the attractiveness of Cai Be, Cai Rang floating
markets and the satisfaction, repeat visit, introduction intention of visitors to
the destination
Cai Be and Cai Rang floating markets are different in terms of
attractiveness with 99% confidence. According to the tourists, Cai Rang
floating market is more attractive Cai Be floating market (5.12/7 and 4.64/7
points, respectively). Cai Be and Cai Rang floating markets also have a
difference in satisfaction, repeat visit and introduce intention of visitors. At
95% confidence, visitors feel satisfied for Cai Rang floating market than Cai Be
floating market (5.14/7 and 4.85/7 points, respectively). Intending to return to
Cai Rang floating market of tourists higher than Cai Be floating market with
99% confidence and the average value of 5.19/7 and 4.53/7, respectively. At
significance level of 0.01, 99% confidence, intends to introduce Cai Rang
floating market of tourists higher than Cai Be floating market (5.68/7 and
5.26/7 points, respectively).
2.2.4. General assessment on the ability and current status of floating

market exploitation for tourism purposes in the Mekong Delta
On the basis of analyzing and synthesizing many aspects (location and
accessibility, tourism resources, infrastructure, the combination with other types
of tourism, tourism development policies) show that Cai Rang, Cai Be, Long
Xuyen and Nga Nam floating markets are most likely for tourism exploitation.
Therefore, in order to invest in a focus, avoid waste of resources, create typical
tourism products, develop tourism effectively, the localities should focus on
exploiting tourism in Cai Rang, Cai Be, Long Xuyen and Nga Nam floating
markets. Recently, many floating markets in the region have been invested to
exploit tourism or develop tourism spontaneously. Whatever tourism
development, the exploitation of floating market for tourism in the region has
achieved achievements and limitations. However, it is difficult to develop
floating market tourism in the region quickly and sustainably by limitations
many times achievements.
CHAPTER 3
PRESERVATION AND EXPLOITATION SOLUSIONS OF
FLOATING MARKETS FOR TOURISM PURPOSES IN THE
MEKONG RIVER DELTA
3.1. THE ORIENTATION TO CONSERVE AND EXPLOIT
FLOATING MARKETS FOR THE PURPOSE OF TOURISM OF THE
CENTRAL AND LOCAL
In terms of floating market conservation, until now, the author has not
found any documents at the central level to show the content of floating market
conservation in the Mekong Delta region. Particularly for the local level, only
Can Tho city, Hau Giang and Tien Giang provinces have approved the
conservation and promotion projects of the floating market. Accordingly, Cai


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Rang, Ba Ngan and Cai Be floating markets are on the list of floating markets
that need to be preserved.
In terms of exploiting floating markets for tourism, at the central level, the
Vietnam National Administration of Tourism determined that Cai Rang floating
market is one of the main tourist destinations in the western tourism
development space in general and Can Tho city in particular; one of the main
tourist spots in the tourist development space in the East in general and Tien
Giang province in particular is Cai Be floating market. At the local level, Cai
Be, Tra On, Cai Rang, Phong Dien, Long Xuyen, Ba Ngan (Nga Bay), Nga
Nam and Ca Mau floating markets are oriented to be one of important tourism
products/tourist attractions of Tien Giang province, Vinh Long province, Can
Tho city, Long Xuyen city, Hau Giang province, Soc Trang province and Ca
Mau province, respectively. We believe that every floating market in the
Mekong Delta is more or less economically, culturally and socially valued so it
should be preserved. Particularly for the exploitation of floating markets for
tourism, it is necessary to focus on some typical floating markets, capable of
attracting tourists, organizing and maintaining tourist activities (Cai Be, Cai
Rang and Long Xuyen and Nga Nam) to avoid spreading investment,
competing with each other and wasting local and national resources.
3.2. STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS
TO
FLOATING
MARKETS
AND
FLOATING
MARKET
EXPLOITATION FOR TOURISM
Floating market, floating market tourism are the product of natural
environment and socio-economic activities, so they always have strengths and
weaknesses; at the same time, embrace the opportunities and face the

challenges. By analyzing the SWOT matrix, the strategies for preserving and
exploiting floating markets for tourism are as follows: SO strategies (exploiting
floating markets for trade and tourism), ST strategies (conserving floating
markets, linking between floating market tourism and other types of tourism),
WO strategies (improving infrastructure and technical facilities for tourism,
improving tourism service staff quality and tourism knowledge for local people,
promoting investment in conservation and exploitation of floating markets for
tourism), WT strategies (protecting environmenl and improving landscape,
constructing policíe for the preservation and exploitation of floating markets in
service of tourism, managing tourism service prices, developing tourism
products, ensuring security and order for tourists, involving local people
participation in tourism and bringing their benefits, strengthening cooperation
between stakeholders in the conservation and exploitation of floating markets
for tourism, enhancing the state management of floating market tourism).
3.3. CONSERVATION AND EXPLOITATION SOLUTIONS OF
LOATING MARKETS FOR TOURISM
3.3.1. Background for proposing solutions
There are many legal and practical grounds for proposing solutions to
preserve and exploit floating markets in service of tourism:
laws/decrees/decisions/projects, research in the world and in Vietnam on the
floating markets and floating market tourism, research results of authors,
recommendations/action plans of many stakeholders.