Tourism is one of the major industries of Thailand which includes both of domestic tourism and international tourism. Floating Market is one of the most attractive of community life for tourist destination of Thailand. Damnoen Saduak Floating Market and Amphawa Floating Market are also in list of Top 5 attractive community life in the year 2010 in Thailand. For stimulate economic development and growth, it is important for the destination marketers and domestic tourism (Thai people) that travel at that places should help each other to preservation for tourist destinations.
This research examined the relationship of perceived culture experience and perceived value that effect to tourist satisfaction which also influences to preservation support for tourist destinations. It is a comparison between two destinations which are Damnoen Saduak Floating Market and Amphawa Floating Market in Thailand. To make clear understanding, a comparison between Damnoen Saduak and Amphawa Floating Market, 36 items was applied to conduct a survey. A questionnaire survey was collected from 400 respondents who went to Damnoen Saduak Floating Market and Amphawa Floating Market in Thailand.
From this study, we found that, for overall results, all the relationships were supported and each of the relationship is positive. When comparing the all the relationship between two places, it is found that only the relationship between perceived cultural experience to perceived value are different in different places.

REFERENCES
Alegre, J., & Cladera, M. (2006). Repeat visitation in mature sun and sand holiday destinations. Journal of Travel Research, 44(3), 288-297.
Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1), 52-73.
Alzua, A., O'Leary, J., & Morrison, A. (1998). Cultural and heritage tourism: Identifying niches for international travelers. The Journal of Travel and Tourism Studies, 9(2), 2-13.
Amin, A. (2003). Cities: Reimagining the urban. Urban Policy and Research, 21(2), 217.
Anderson, J. C. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
Areerachakul, S., & Sanguansintukul, S. (2010). Clustering analysis of water quality for canals in Bangkok, Thailand. In D. Taniar, O. Gervasi, B. Murgante, E. Pardede & B. Aypduhan (Eds.), Computational Science and Its Applications – ICCSA 2010 (Vol. 6018, pp. 215-227): Springer Berlin / Heidelberg.
Asparouhov, T. (2009). Exploratory structural equation modeling. Structural Equation Modeling, 16(3), 397.
Baker, C., & Phongpaichit, P. (2005). A history of Thailand. New York: Cambridge University Press.
Baker, D., & Crompton, J. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
Ballantyne, R., & Packer, J. (2005). Promoting environmentally sustainable attitudes and behaviour through free choice learning experiences: What is the state of the game? Environmental Education Research, 11(3), 281-295.
Ballantyne, R., Packer, J., & Hughes, K. (2008). Environmental awareness, interests and motives of botanic gardens visitors: Implications for interpretive practice. Tourism Management, 29(3), 439-444.
Baoying, N., & Yuanqing, H. (2007). Tourism development and water pollution: Case study in Lijiang ancient town. China Population, Resources and Environment, 17(5), 123-127.
Benkenstein, M., Yavas, U., & Forberger, D. (2003). Emotional and cognitive antecedents of customer satisfaction in leisure services: The case of the Rostock Zoo. Journal of Hospitality & Leisure Marketing, 10(3), 173 - 184.
Bowen, D., & Clarke, J. (2002). Reflections on tourist satisfaction research: Past, present and future. Journal of Vacation Marketing, 8(4), 297-308.
Bramwell, B. (1996). Sustainable tourism management education in Europe. Tourism Management, 17(4), 307-308.
Bresson, G., & Logossah, K. (2011). Crowding-out effects of cruise tourism on stay-over tourism in the Caribbean: Non-parametric panel data evidence. Tourism Economics, 17, 127-158.
Brown, G., & Raymond, C. (2007). The relationship between place attachment and landscape values: Toward mapping place attachment. Applied Geography, 27(2), 89-111.
Brown, I. (2008). The Elite and the Economy in Siam, 1890-1920. Oxford: Oxford University Press.
Brunnschweiler, J. M. (2010). The shark reef marine reserve: A marine tourism project in Fiji involving local communities. Journal of Sustainable Tourism, 18(1), 29.
Buckley, R., & Sommer, M. (2009). Tourism and protected areas: Partnerships in principle and practice: CRC for Sustainable Tourism Griffith University.
Campbell, L., & Smith, C. (2006). What makes them pay? Values of volunteer tourists working for sea turtle conservation. Environmental Management, 38(1), 84-98.
Caneen, J. (2003). Cultural determinants of tourist intention to return. Tourism Analysis, 8(2), 237-242.
Cater, C. I. (2008). Perceptions of and interactions with marine environments; Diving attractions from great whites to pygmy seahorses. Griffith Business School, 49-62.
Cheyroux, B. (2000). Fruits and vegetables in Thailand's rice bowl: The agricultural development of poldered raised bed systems in Damnoen Saduak area, Chao Phraya Delta: Historical development, dynamics and challenges of Thailand's rice bowl (12-15 Dec 2000 ed., pp. 1-17). Bangkok (Thailand).
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Chon, K. (2002). Tourism in Southeast Asia: A new direction. New York: Haworth Hospitlity Press.
Chrisnall, P. (1992). Marketing research (4th ed.). London: McGraw-Hill.
Clifton, J., & Benson, A. (2006). Planning for sustainable ecotourism: The case for research ecotourism in developing country destinations. Journal of Sustainable Tourism, 14(3), 238-254.
Cronin Jr, J., Brady, M., & Hult, G. T. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193.
Cui, X., & Ryan, C. (2010). Perceptions of place, modernity and the impacts of tourism - differences among rural and urban residents of Ankang, China: A likelihood ratio analysis. Tourism Management, In Press, Corrected Proof.
Daily, G. C., Polasky, S., Goldstein, J., Kareiva, P. M., Mooney, H. A., Pejchar, L., et al. (2009). Ecosystem services in decision making: Time to deliver. Frontiers in Ecology and the Environment, 7(1), 21-28.
Danpongsuwan, N. (2008). Tourism carrying capacity assessment using an application of recreation opportunity spectrum in classifying the tourism area: A case study of Amphawa floating market, Samut songkram province. Mahidol University, Thailand.
de Rojas, C., & Camarero, C. (2008). Visitors' experience, mood and satisfaction in a heritage context: Evidence from an interpretation center. Tourism Management, 29(3), 525-537.
Derbaix, C., & Pham, M. T. (1998). For the development of measures of emotion in marketing: Summary of prerequisites. In M. Jambkin, G. Foxall, T. v. Raaij & B. Heibrum (Eds.), European Perspectives on Consumer Behavior (pp. 140-155). London: Prentice Hall.
Devesa, M., Laguna, M., & Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism Management, 31(4), 547-552.
Disatapundhu, S. (2009). The Involvement of local community toward cultural: Tourism at Amphawa, Samut Songkram province. Thailand: Chulalongkorn Universityo. Document Number)
Dowling, R. K. (2006). Cruise ship tourism. Wallingford, UK: Cabi Pub.
Duman, T., & Mattila, A. S. (2005). The role of affective factors on perceived cruise vacation value. Tourism Management, 26(3), 311-323.
Dunn, S. C. (1994). Latent variables in business logistics research: Scale development and validation. Journal of Business Logistics, 15, 145.
Eagles, P. F. J., McCool, S. F., & Haynes, C. D. (2002). Sustainable tourism in protected areas; Guidelines for planning and management: World Conservation Union (IUCN).
Erdogan, N., & Tosun, C. (2009). Environmental performance of tourism accommodations in the protected areas: Case of Goreme Historical National Park. International Journal of Hospitality Management, 28(3), 406-414.
Fainstein, S. S., Hoffman, L. M., & Judd, D. R. (2003). Making theoretical sense of tourism. In L. M. Hoffman, S. S. Fainstein & D. R. Judd (Eds.), Cities and visitors: Regulating people, markets and city space (pp. 239-253). Oxford: Blackwell.
Fennell, D. (2005). The ecotourium concept and tourism-conservation symbiosis. Journal of Sustainable Tourism, 13(4), 373.
Gallagher, D., Ting, L., & Palmer, A. (2008). A journey into the unknown; Taking the fear out of structural equation modeling with AMOS for the first-time user. Marketing Review, 8(3), 255-275.
Gallarza, M. G., & Gil Saura, I. (2006). Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students' travel behaviour. Tourism Management, 27(3), 437-452.
Garrod, B., & Wilson, J. C. (2003). Marine ecotourism: Issues and experiences Clevedon: Channel View.
George, B. P., Henthorne, T. L., & Williams, A. J. (2010). Determinants of satisfaction and dissatisfaction among preventive and curative medical tourists: a comparative analysis. International Journal of Behavioural and Healthcare Research, 2(1), 5-19.
Ghimire, K. B., & Pimbert, M. P. (Eds.). (1997). Social change and conservation: Environmental politics and impacts of national parks and protected areas. London, UK: Earthscan.
Gillham, B. A., Crous, F., & Schepers, J. M. (2007). The construction and evaluation of a scale of consumer shopping experience (Vol. 29).
Gross, M. J., & Brown, G. (2008). An empirical structural model of tourists and places: Progressing involvement and place attachment into tourism. Tourism Management, 29(6), 1141-1151.
Gu, H., & Ryan, C. (2008). Place attachment, identity and community impacts of tourism--the case of a Beijing hutong. Tourism Management, 29(4), 637-647.
Hair, J. J., Black, W., Babin, B. J., Anderson, R. E., & L, T. R. (2006). Multivariate data analysis. New Jersey: Prentice Hall.
Henderson, J. C. (2007). Communism, heritage and tourism in East Asia. International Journal of Heritage Studies, 13(3), 240 - 254.
Henkel, R. (2006). Thailand as a tourist destination: Perceptions of international visitors and Thai residents. Asia Pacific Journal of Tourism Research, 11(3), 269.
Hernández, B., Carmen, H. M., Laplace, E. M. S., & Hess, S. (2007). Place attachment and place identity in natives and non-natives. Journal of Environmental Psychology, 27(4), 310-319.
Holbrook, M. B. (1999). Introduction to consumer value. In M. B. Holbrook (Ed.), Consumer value: A framework for analysis and research (pp. 1-29). New York, NY: Routledge.
Huang, H. H., & Chiu, C. K. (2006). Exploring customer satisfaction, trust and destination loyalty in tourism. Journal of American Academy of Business, Cambridge, 10(1), 156.
International Council on Monuments and Sites [ICOMOS]. (1999). Cultural tourism charter. from http:// www.icomos.org
Jennings, G. R. (2007). Water-based tourism, sport, leisure, and recreation experiences. Amsterdam: Elsevier/Butterworth-Heinemann.
Johnson, D. (2002). Environmentally sustainable cruise tourism: A reality check. Marine Policy, 26(4), 261-270.
Julakate, S. (2006). Measures setting of floating market management for sustainable tourism: A case study of Wat Lumpaya floating market bang lane district Nakorn Pathom province. Mahidol University, Bangkok, Thailand.
Kang, M. (2006). Exploring cross-cultural differences in attitudes towards responsible tourist behaviour: A comparison of Korean, British and Australian tourists. Asia Pacific Journal of Tourism Research, 11(4), 303.
Kashyap, R., & Bojanic, D. (2000). A structural analysis of value, quality, and price perceptions of business and leisure travelers. Journal of Travel Research, 39(1), 45-51.
Kempf, D. (1999). Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products. Psychology and Marketing, 16(1), 35-50.
Kester, J. (2003). Cruise tourism. Tourism Economics, 9, 337-350.
Kim, H., Cheng, C.-K., & O'Leary, J. T. (2007). Understanding participation patterns and trends in tourism cultural attractions. Tourism Management, 28(5), 1366-1371.
Klinpakdee, S. (2004). Sustainable cultural tourism management of firefly village in the sub district of Plai Phongpang, Amphawa, Samutsongkram Province. Chulalongkorn University, Bangkok.
Klotler, P., & Keller, K. L. (2007). Marketing Management (13 ed.): Pearson Educational International.
Korda, A. P., & Snoj, B. (2010). Development, validity and reliability of perceived service quality in retail banking and its relationship with perceived value and customer satisfaction. Managing Global Transitions, 8(2), 187-205.
Koufteros, X. A. (1999). Testing a model of pull production: A paradigm for manufacturing research using structural equation modeling. Journal of Operations Management, 17, 467-488.
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887-896.
Kwun, J. W. (2004). Effects of brand, price, and risk on customers' value perceptions and behavioral intentions in the restaurant industry. Journal of Hospitality & Leisure Marketing, 11(1), 31.
Lee, S.-H., & Sparks, B. (2007). Cultural influences on travel lifestyle: A comparison of Korean Australians and Koreans in Korea. Tourism Management, 28(2), 505-518.
Lester, J.-A., & Weeden, C. (2004). Stakeholders, the natural environment and the future of Caribbean cruise tourism. International Journal of Tourism Research, 6(1), 39-50.
Lewicka, M. (2009). What makes neighborhood different from home and city? Effects of place scale on place attachment. Journal of Environmental Psychology, 30(1), 35-51.
Light, D. (2000). Gazing on communism: Heritage tourism and post-communist identities in Germany, Hungary and Romania. Tourism Geographies, 2(2), 157.
Lim, C., & McAleer, M. (2005). Ecologically sustainable tourism management. Environmental Modelling & Software, 20(11), 1431-1438.
Mancini, M. (2005). Access: Introduction to travel and tourism. Canada: Thomson Delmar.
Matzler, K. (2002). The factor structure of customer satisfaction: An empirical test of the importance grid and the penalty-reward-contrast analysis. International Journal of Service Industry Management, 13(4), 314.
McKercher, B. (2002). Towards a classification of cultural tourists. International Journal of Tourism Research, 4(1), 29-38.
McKercher, B., & du Cros, H. (2002). Cultural tourism: The partnership between tourism and cultural heritage management. New York: Haworth Hospitality Press.
McKercher, B., Ho, P. S. Y., & du Cros, H. (2005). Relationship between tourism and cultural heritage management: Evidence from Hong Kong. Tourism Management, 26(4), 539-548.
Michael, E. (2002). Antiques and tourism in Australia. Tourism Management, 23(2), 117-125.
Molle, F. (2007). Scales and power in river basin management: The Chao Phraya river in Thailand1. Geographical Journal, 173(4), 358-373.
Monteros, R. L.-E. d. l. (2002). Evaluating ecotourism in natural protected areas of La Paz Bay, Baja California Sur, México: Ecotourism or nature-based tourism? Biodiversity and Conservation, 11(9), 1539-1550.
Morgan, P. (2010). Towards a developmental theory of place attachment. Journal of Environmental Psychology, 30(1), 11-22.
Muangyai, N. (2008). Cultural landscapes and management plan for cultural and historical tourism in places dating from king rama VI's reign. Silpakorn University, Thailand.
Murray, D., & Howat, G. (2002). The Relationships among Service Quality, Value, Satisfaction, and Future Intentions of Customers at an Australian Sports and Leisure Centre. Sport Management Review, 5(1), 25-43.
Nasution, H. N., & Mavondo, F. T. (2008). Customer value in the hotel industry: What managers believe they deliver and what customer experience. International Journal of Hospitality Management, 27(2), 204-213.
Nesto, N., Bertoldo, M., Nasci, C., & Da Ros, L. (2004). Spatial and temporal variation of biomarkers in mussels (Mytilus galloprovincialis) from the Lagoon of Venice, Italy. Marine Environmental Research, 58(2-5), 287-291.
Noiwat, P. (2010). Thai's top 50 favorite tourism spots in Thailand. Tourist Organization of Thailand, 51.
Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162.
Oh, H. (2003). Price fairness and its asymmetric effects on overall price, quality, and value judgments: The case of an upscale hotel. Tourism Management, 24(4), 387-399.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. Boaton, MA: Irwin, McGraw-Hill.
Orams, M. (1999). Marine tourism: Development, impacts and management. London, New York: Routledge.
Palmer, C. (1999). Tourism and the symbols of identity. Tourism Management, 20(3), 313-321.
Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 25(2), 154-161.
Patterson, P. G., & Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. International Journal of Service Industry Management, 8(5), 414-435.
Peter, J. P., & Olson, J. C. (1999). Consumer behavior and marketing strategy (5th ed.). New York: Irwin McGraw-Hill.
Petrick, J. (2002). Experience use history as a segmentation tool to examine golf travellers' satisfaction, perceived value and repurchase intentions. Journal of Vacation Marketing, 8(4), 332-342.
Petrick, J., Morais, D., & Norman, W. (2001). An examination of the determinants of entertainment vacationersa intentions to revisit. Journal of Travel Research, 40(1), 41-48.
Prentice, R. (2001). Experiential cultural tourism: Museums & the marketing of the new romanticism of evoked authenticity. Museum Management and Curatorship, 19(1), 5.
Primack, R. B. (1998). Essentials of conservation biology (2nd ed.). Sunderland: Sinauer.
Quinn, B. (2007). Performing tourism in Venice: Local residents in focus: Dublin Institute of Technology.
Reid, S. L., Slaughter, L., & Prideaux, B. R. (2002). Coastal cruising: Targeting the backpacker market in the Whitsunday Region, Australia: Promaco.
Reisinger, Y. (1999). A cultural analysis of Japanese tourists: Challenges for tourism marketers. European Journal of Marketing, 33(11/12), 1203.
Reisinger, Y. (2005). Guest Editorial : Leisure travel: National trends, cultural differences. Journal of Vacation Marketing, 11(3), 195-196.
Reisinger, Y., & Turner, L. (2002). Cultural differences between Asian tourist markets and Australian hosts, Part 1. Journal of Travel Research, 40(3), 295-315.
Richards, G. (2002). Tourism attraction systems: Exploring cultural behavior. Annals of Tourism Research, 29(4), 1048-1064.
Richards, G. (2007). Cultural Tourism and local perspectives. Wallingford, UK: Wallingford: CAB international.
Richards, G., & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture? Tourism Management, 27(6), 1209-1223.
Rosenbaum, M., & Spears, D. (2005). Who buys that? Who does what? Analysis of cross-cultural consumption behaviours among tourists in Hawaii. Journal of Vacation Marketing, 11(3), 235-247.
Roy, H., Pattaya, H., Wendy, A., Jerome, A., & Tanner, J. (2006). Thailand as a tourist destination: Perceptions of international visitors and Thai residents. Asia Pacific Journal of Tourism Research, 11(3), 270-287.
Ryan, C., & Gu, H. (2009). Tourism in China. London: Routledge.
Schofield, P., & Thompson, K. (2007). Visitor motivation, satisfaction and behavioural intention: The 2005 Naadam festival, Ulaanbaatar. International Journal of Tourism Research, 9(5), 329-344.
Sheckley, R. (2009). Sightseeing, 2179. Fantasy and Science Fiction, 102(6), 114.
Shultis, J. D. (2006). Changing conceptions of protected areas and conservation: Linking conservation, ecological integrity and tourism management. Journal of Sustainable Tourism, 14(3), 223.
Silapacharanan, S. (2010). Amphawa: Saving its spirits of place. Thailand: Faculty of Architecture. (C. University o. Document Number)
Silberberg, T. (1995). Cultural tourism and business opportunities for museums and heritage sites. Tourism Management, 16(5), 361-365.
Sipetchlueng, V. (2005). Study of Lumpaya Floating Market tourist's satisfaction at Amphoe Banglane, Nakorn Pratom province. Ratchapat Suan Dusit University, Thailand.
Society for Conservation Biology [SCB]. (1987). Goals and objectives of the society for conservation biology [Electronic Version]. Conservation Biology 1,
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Takaya, Y. (1987). Agricultural development of a tropical delta: A study of the Chao Phraya delta (Vol. 17). Honolulu: University of Hawaii Press.
Thadaniti, S. (2000). Towards sustainable eco-cultural tourism for water-based settlements on the banks of the Chao-Phraya River, a case of Koh Kret, Nonthaburi Province. Bangkok: Kasetsart University.
Törn, A., Siikamäki, P., Tolvanen, A., Kauppila, P., & Rämet, J. (2008). Local people, nature conservation, and tourism in Northeastern Finland: Resilience Alliance.
Tosun, C. (2000). Limits to community participation in the tourism development process in developing countries. Tourism Management, 21(6), 613.
Tourism Authority of Thailand [TAT]. (2007). Domestic tourism statistics (Publication., from Tourism Authority of Thailand: http://www2.tat.or.th/stat/web/static_tst.php
Tribe, J., & Snaith, T. (1998). From SERVQUAL to HOLSAT: Holiday satisfaction in Varadero, Cuba. Tourism Management, 19(1), 25-34.
Vavra, T. G. (1997). Improving your measurement of customer satisfaction: A guide to creating, conducting, analysing and reporting customer satisfaction measurement program. Milwake: ASQC Quality Press.
Vittersø, J., Vorkinn, M., Vistad, O. I., & Vaagland, J. (2000). Tourist experiences and attractions. Annals of Tourism Research, 27(2), 432-450.
Walpole, M. J., & Goodwin, H. J. (2001). Local attitudes towards conservation and tourism around Komodo National Park, Indonesia. Environmental Conservation, 28(02), 160-166.
Williams, P., & Soutar, G. N. (2009). Value, satisfaction and behavioral intentions in an advanture tourism context. Annals of Tourism Research, 36(3), 413-438.
World Tourism Organization [UNWTO]. (2010). Committed to tourism, travel and the millennium develop goals. from http://www.unwto.org/facts/eng/pdf/barometer/UNWTO_Barom10_2_en.pdf
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45-56.