Abstract:
The floating markets of the Mekong Delta hold significant economic, cultural, and social value for the Southern region and Vietnam as a whole. However, preserving and sustaining these unique cultural spaces in the context of rapid modernization poses considerable challenges. This study aims to identify directions for preserving and enhancing the cultural value of floating markets within tourism development. Through an analysis of the current exploitation and integration of floating market cultural resources in tourism activities, the research highlights key limitations and emerging threats to their sustainability. Based on these insights, the study proposes a set of solutions focused on management and policy support, tourism product development, marketing and promotion, multi-stakeholder collaboration, financial mobilization, and environmental protection. These recommendations provide practical guidance for safeguarding and revitalizing floating markets as distinctive cultural assets in the Mekong Delta’s tourism landscape.
Keywords: floating market, Mekong Delta, tourism culture.
1. Introduction
The Mekong Delta with a dense system of rivers, has rich tourism resources and has its specificity and uniqueness. Most of the tourism resources associated with rivers, gardens, and floating markets are a unique form of traditional trade (Phuong et al, 2020), is a typical tourism image of the region (Dinh & Huong, 2021), becoming one of the interesting types of tourism (Nhan & Quyen, 2016). Tourist satisfaction level with agricultural tourism products and services in the Mekong Delta (Lan et al., 2022). Floating markets in the Mekong Delta are not only a place of trade and economic business, but also a place to show a unique culture that is only found in the southern river region. Floating markets have also contributed significantly to the development of tourism and employment in the region (Phuong, 2017).
Research on floating markets from the perspective of culture and tourism will bring many important benefits, towards the ultimate goal of sustainable development (Nhan, 2011). It will help us to learn and discover the typical cultural elements of the floating market, such as the customs, practices, traditional professions and cultural values hidden in the trading activities on the river that the people have. The area has been preserved for generations.
Research on Mekong Delta floating markets helps understand their tourism activities and challenges. Modern road trade, environmental issues, and declining merchant boats threaten traditional cultural values, risking the loss of these floating markets. Recognizing their cultural significance through tourism can preserve heritage and create opportunities for local communities. Integrating river and garden tourism has fostered a unique ecotourism appeal, attracting domestic and international visitors.
This research aims to identify strategies to preserve, promote, and develop floating markets as sustainable tourist hubs, contributing to the region’s tourism growth and socio-economic development.
2. Theoretical basis and research methods
2.1. Literature review
Studies on sustainable management of floating markets in Southeast Asia highlight the transformation of local communities from traditional agricultural societies to tourism-driven economies, alongside challenges in preserving cultural identity and achieving sustainable development. In Thailand, the Damnoen Saduak Floating Market reflects a historical transition across three distinct periods, wherein community identity evolved through symbolic representations and shifting social relations (Thongpanya, 2018). Meanwhile, the Amphawa Floating Market exemplifies a community-based tourism (CBT) model, where local engagement is central to tourism development, although the influx of external stakeholders increasingly threatens local control (Vajirakachorn & Nepal, 2014). In Indonesia, the Lembang Floating Market demonstrates significant economic potential yet suffers from inadequate resource management, insufficient staff training, and limited community involvement necessitating strategies grounded in SWOT analysis and resource-based theory (Simorangkir, 2024). Similarly, the Lok Baintan Floating Market, rooted in the traditional river-based culture of the Banjar people, remains underdeveloped due to poor management and lack of infrastructure, calling for enhanced coordination between local authorities and communities (Arisanty et al., 2021). Collectively, these studies underscore that sustainable development of floating markets hinges on cultural preservation, community empowerment, and context-specific strategic planning.
2.2. The birth and development of floating markets
The birth: the interlaced system of rivers and canals, is a favourable condition for the formation of floating markets in the Mekong Delta. A floating market is a form of meeting and buying and selling on the river of residents by boats and canoes, where the main goods are agricultural products. Most floating markets in the Mekong Delta are gathered at the focal point of waterway transport routes near the area with an underdeveloped road transport system. These floating markets are often located at the intersection of rivers and often operate spontaneously from time immemorial (Xu & Thanh, 2018). It is possible to point out some features of the history of floating market formation as follows: Cai Be floating market was formed at the end of the 18th century. In the early twentieth century, many floating markets were born in Vinh Long, Can Tho, Hau Giang and Soc Trang; Today, namely Cai Rang, Tra On, Nga Bay and Nga Nam floating markets. Phong Dien, Ca Mau, Long Xuyen and Chau Doc floating markets were born in the 70s of the twentieth century. Meanwhile, Cai Nuoc floating market was born about a decade later. In the 90s of twentieth century, Vinh Thuan floating market was formed (Nhan, 2018).
Currently, the Mekong Delta has 11 famous floating markets: Cai Be (Tien Giang province), Tra On (Vinh Long province), Cai Rang and Phong Dien (Can Tho City), Nga Nam (Soc Trang province), Ba Ngan (Hau Giang province), Vinh Thuan (Kien Giang province), Long Xuyen and Chau Doc (An Giang province), Cai Nuoc and Ca Mau (Ca Mau province).
Thus, floating markets are present in 8 out of 13 provinces and cities in the Mekong Delta, in which Can Tho City, An Giang Province and Ca Mau Province have the largest number of floating markets. Considering the correlation between floating markets, Cai Rang, Long Xuyen and Nga Nam have a large scale (≥ 150 boats/boat); Cai Be, Chau Doc, Vinh Thuan, Ca Mau, Phong Dien, Ba Ngan, Cai Nuoc, Tra On have a small scale (<150 boats/boat).
Cai Be floating market: belongs to Cai Be town, Cai Be district, Tien Giang province, located in the section of Tien Giang river bordering the three provinces of Tien Giang, Vinh Long and Ben Tre. This is a convenient location for trade from the Mekong Delta to Ho Chi Minh City and the central and northern provinces.
Tra On the floating market: in Tra On district, Vinh Long province, the market is located between the confluence of Hau River and Mang Thit River. Tra On floating market has a difference from other floating markets, that is, the market is grouped by water, goods are bought and sold in groups of goods, distributed from garden boats in the form of wholesale purchase.
Cai Rang Floating Market: located downstream of Can Tho River, about 600m from Cai Rang Bridge, has the largest scale and busiest compared to floating markets in the region (Hung, 2009). This is considered a wholesale market, trading speciality fruits of Can Tho and Hau Giang regions. This is also an attractive tourist destination of Can Tho city. However, at present, the market is greatly affected by the construction of the embankment, the number of daily boats is greatly reduced to only about 250 boats per day.
Phong Dien Floating Market: located about 17 km southeast of Can Tho city centre, on the Can Tho River. Phong Dien Floating Market sells more diverse products than Cai Rang Floating Market because, in addition to trading agricultural products, there are also boats selling living supplies, agricultural and fishery labour tools and also foreign goods.
Nga Nam Floating Market: located in Nga Nam town, Thanh Tri district, Soc Trang province. This is a location with convenient traffic, connecting National Highway 60 with Ho Chi Minh Road across the country. In addition, Nga Nam has waterways connecting localities and neighbouring areas (Bac Lieu, Ca Mau, Hau Giang) with 5 converging tributaries. Boats from all over the world gather here to buy and sell and exchange all kinds of goods.
Long Xuyen floating market: located near O Moi ferry, My Long, Long Xuyen, An Giang province. This is one of the famous floating markets imbued with the culture of the people of the West.
Chau Doc Floating Market: Vinh My Ward, Chau Doc City, An Giang. At the floating market, many boats are selling the same goods, market-goers can choose to buy from whom they like. Goods at the floating market come from many different regions, from Ben Tre, Nga Bay Phung Hiep (Hau Giang) to Tien Giang, Long An, and Vinh Long.
Ba Ngan Floating Market (Sea Bay): is the meeting place of 7 river routes: Cai Con, Bung Tau, Mang Ca, Soc Trang, Lai Hieu, Xeo Mon and Xeo Vong. Like other floating markets, Nga Bay floating market is bustling on the occasion of the Lunar New Year. But since 2002, Nga Bay Floating Market is no longer available, for the reason of ensuring water traffic safety, people have moved the market to a new location on Ba Ngan canal, about 3km from the old place, called Ba Floating Market. Thousand.
Nga Nam Floating Market: located in Nga Nam Town, Thanh Tri District, Soc Trang Province. The market is situated at the heart of the region and branches out into five different areas, extending to the surrounding communities. As one of the busiest commercial hubs for the local people of Soc Trang, the floating market has also evolved into a prominent tourist destination, drawing a significant influx of visitors.
Vinh Thuan Floating Market: stretching about 700m, along both sides of the Chuc Bang canal, in Vinh Dong 2 neighbourhood, Vinh Thuan town, Vinh Thuan district, around the market area there are about 30 large and small stalls located close to each other. The main products are agricultural products such as gourds, squash, cucumbers, pineapples, green vegetables, tubers, fruits, and vegetables.
Cai Nuoc floating market: belongs to Cai Nuoc town, Cai Nuoc district, Ca Mau province. Cai Nuoc floating market today mainly trades fresh goods by traders from U Minh, Tran Van Thoi and Thoi Binh districts.
Ca Mau floating market: located on Ganh Hao river, in Ward 8 of Ca Mau centre. Ca Mau Floating Market is a tourist destination in Cai Nuoc District (Ca Mau Province in the Southwest region). It is about 9 km from the centre of Ca Mau province.
The subject of the floating market: the residents of the lake. They are the owners of boats from all over the world that gather here to buy, sell and live, but mainly in the provinces of the Mekong Delta. Boat owners often have family, clan or hometown relationships, they trade in items of the same type and often link the boats together into large rafts, convenient for living and trading on the river water.
2.3. Features of floating market
Floating market meeting point: The floating market is held on a section of the river with very favourable conditions, and is the meeting place of many tributaries, where the river is neither too narrow nor too wide, and the riverbed is neither shallow nor too deep. The flow rate is moderate, and the location of the market group is close to the crowded residential area. This is an advantage that boats can be reached from many different ways; convenient anchorage and trade.
Means of transportation: these activities for floating markets must rely on boats, shells and canoes. There are many types of boats and boats involved in trading in floating markets, but they can be divided into two groups. The group of large boats specializes in selling/buying goods and the group of small boats with profit shells/boats specializes in buying/selling goods.
Goods in the floating market: there are many types of goods, but agricultural products are still the main products. To get goods, traders have to go to every corner of the countryside or go to other floatin.
2.4. The role of floating markets
The inevitable existence of floating markets for river life: the birth, existence and development of floating markets are inevitably associated with the living habits of people living in the Mekong Delta region. Long, specifically:
The topographical location where the floating market is formed and developed has many favourable natural factors (not too deep, not too shallow, not too wide, not too narrow), which is the confluence of many tributaries of rivers, helping to facilitate traffic and communication. trade, buying and selling on the river easier;
The rapid development of the agricultural industry and the abundance of agricultural land and the need to transport agricultural goods between regions.
The operation of the floating market is associated with the habit of proficiently using boats and ships as means of transport, transporting goods and livelihoods of the people of the South, a part of the people who do not have land for agricultural production. The local people are required to engage in a trade for their livelihood. These factors have contributed to the continuous existence and growth of the floating market to the present day.
The role of the floating market: The floating market was born in the era of predominant waterway traffic, so it became a wholesale market for the distribution of agricultural products, helping to diversify the culture of the Mekong Delta. Floating markets contribute to job creation and income for people; are a place for cultural exchange and information exchange; are a means of contributing to promoting the image of the region and a tourism resource of the Mekong Delta.
The region has successfully attracted a large number of tourists for sightseeing and exploration:
Table 1. Total number of visitors and revenue of the Mekong Delta Region
Source: Departments of Culture, Sports, and Tourism of the provinces and cities
2.5. Research methods
The study was carried out using a qualitative research method. The study is grounded in rational choice theory, which posits that individuals make decisions based on logical calculations to achieve outcomes that align with their personal goals. These decisions are typically aimed at maximizing one's self-interest (Scott, 2000). Data collection and analysis of information related to floating markets and tourism culture of the Mekong Delta, including legal documents of the Government, Department of Statistics, and related previous studies in Mandarin. Using the method of interviewing opinions of cultural and tourism experts. This helps to clearly define the cultural and tourism aspects associated with the floating market. These data are systematized, analyzed, synthesized, evaluated and commented on to serve as the basis for providing solutions.
3. Cultural value of floating claw contribution to tourism industry
3.1. Cultural values
Trade lake culture: Floating markets and lake-based trading are interconnected elements that shape the vibrant river culture of the Mekong Delta. Each supports the other: lake trading gives rise to floating markets, while floating markets sustain lake trading. Merchant boats buy goods at the market and move through rivers, canals, and villages to sell to local residents. Over time, these activities have become tied to floating markets, forming distinct trading practices, lifestyles, community relations, and spiritual traditions that continue today.
“Prestige” in floating-market trading refers to the high value placed on credibility and trust. Commercial exchanges rely heavily on mutual confidence between buyers and sellers. Without complex negotiations, transactions worth tens of millions of đồng can be completed within minutes because trust serves as the foundation. This credibility ensures that both sides willingly agree to buy and sell, even when dealing with tens of tons of goods, often based only on verbal agreements. Disputes are rare because traders understand and follow long-established conventions and river-based trading practices, creating their own shared rules and order.
The “baby tree” is a unique cultural and marketing feature of floating markets. Merchants hang goods on 5-7 m bamboo poles to signal what they sell, making trade quick and easy. This practice has become a standard convention, admired by both locals and tourists, with only three minor exceptions.
+ Hanging without selling: it is clothes. The merchants live and live on boats and boats, so the “goods” they often dry on the boat are clothes they don't sell.
+ Sell without hanging: are the boats and boats selling food and beverages? These items are not hung up for sale.
+ Hang this one, sell another: it is hanging coconut leaves but selling boats. People want to sell their boats and boats, often hanging a pole on which a piece of coconut leaf is attached.
- Merchants’ mobile lifestyle shapes a unique spiritual culture. Inside their boats, they set up incense tables to honor ancestors or deities, praying for peace and successful trade.
- Family and community are central to floating-market life. Merchants often travel with relatives or hire workers to manage boats, trading mainly in the morning. Even with hardships, their lives are stable, built on solidarity, cooperation, and mutual support within the merchant community.
3.2. Limitations of floating markets in tourism development
- Floating markets receive limited support and funding, and infrastructure developments sometimes affect their operation. Coordination among authorities for tourism promotion is still developing, and interregional collaboration remains modest.
- Road and bridge improvements reduce reliance on waterways, but market facilities remain poor, with inadequate safety, sanitation, and waste management. Embankments and other projects have disrupted riverside access.
- River trade is declining and dominated by low-income individuals. Awareness of environmental protection, community tourism, and visitor engagement is low, and health monitoring is inconsistent.
- Tourist infrastructure and activities are limited, visits are brief, and promotional efforts are weak, with few media, websites, or incentives. Tourism products are narrow, reducing spending and engagement.
3.3. Solutions to preserve and promote the cultural value of floating markets in tourism activities
From the perspective of tourism culture, to preserve and develop floating markets in the Mekong Delta in the current period, the following solutions can be proposed:
- Management solutions and supporting policies: Strengthening the conservation of floating markets’ cultural values-architecture, customs, and traditional activities-enhances visitor experiences and cultural engagement. Localities should establish a Management Board to oversee heritage preservation, implement supportive policies, reward contributions, enforce regulations, and promote tourism. Policies should also encourage business through tax incentives, preferential loans, training, and marketing support.
- Solutions for tourism products at floating markets: Develop typical tourism products for each floating market, including river souvenir stalls, craft village linkages, and floating restaurants to meet visitors’ culinary needs. Tourism services should support local livelihoods while ensuring environmental protection, food safety, hygiene, security, fair pricing, and a welcoming atmosphere. Preserving the market’s cultural essence-traditional transaction calls, singing styles, and tai tu music-helps maintain authenticity while adapting to modern tourism.
- Solutions for advertising and promotion: Promote floating markets through websites, social media, travel blogs, films, and maps, leveraging word-of-mouth marketing. Connect markets with other Mekong Delta destinations to create attractive itineraries. Professionalize promotion, build a recognizable tourism brand, and regularly evaluate market performance and feedback to improve strategies.
- Collaborative solutions: Foster cooperation among local authorities, tourism businesses, organizations, and communities to manage, conserve, and develop floating markets sustainably. Develop tourism based on equality, voluntariness, and shared interests, leveraging local and regional strengths. Coordinate through policies, programs, and projects, and collaborate with major cities and Mekong Delta localities to plan and promote tourism effectively.
- Capital solutions: Establish funding mechanisms from international organizations and attract foreign investment to support human resource development, cultural tourism, and environmental protection in floating markets. Governments can allocate public funds to improve infrastructure, transport, sanitation, safety, and management. Preferential policies-covering land and water use, taxes, loans, marketing, and administrative procedures-should encourage investment. Create a tourism support fund and plan budgets for festivals and events to promote conservation and development.
- Environmental solutions: Education plays a key role in protecting and developing Mekong Delta floating markets by raising awareness among residents and visitors and encouraging community participation. Implement strict measures for water quality, waste collection, treatment, and recycling, while promoting hygiene and food safety. Regulate transport vehicles and boats to meet standards, and engage merchants and riverside communities in preserving both the market and local environment.
4. Conclusion
Floating markets in the Mekong Delta have great value for the Southern region as well as Vietnam in general, not only for economic value but also for culture and society. Therefore, maintaining the existence and development of floating markets in today's modern era is also a big challenge. From the facts seen in floating markets, all levels of government need to implement appropriate policies, so that the floating market of the Mekong Delta always carries a typical culture of the river region and is a special destination full of attraction. Based on the theory of cultural tourism, cultural tourism, management and conservation of cultural heritage. Analyze the current situation, advantages and limitations in preserving and promoting floating market cultural values in tourism activities in the current period. On that basis, propose solutions to preserve and promote floating market cultural values in tourism activities, and develop floating market culture in tourism activities in the Mekong Delta, Vietnam.
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Di sản văn hóa và nguồn lực du lịch từ các chợ nổi: Minh chứng từ Đồng bằng sông Cửu Long, Việt Nam
Nguyễn Tương Lai
Trường Đại học Tây Đô
Tóm tắt:
Chợ nổi ở Đồng bằng sông Cửu Long có giá trị kinh tế, văn hóa và xã hội đặc biệt quan trọng đối với khu vực Nam Bộ và Việt Nam nói chung. Tuy nhiên, việc bảo tồn và duy trì không gian văn hóa đặc thù này trong bối cảnh hiện đại hóa nhanh chóng đặt ra nhiều thách thức. Nghiên cứu nhằm xác định các định hướng bảo tồn và phát huy giá trị văn hóa của chợ nổi gắn với phát triển du lịch. Thông qua phân tích thực trạng khai thác và tích hợp các giá trị văn hóa chợ nổi trong hoạt động du lịch, kết quả nghiên cứu chỉ ra những hạn chế và nguy cơ ảnh hưởng đến tính bền vững của loại hình văn hóa này. Từ đó, nghiên cứu đề xuất hệ thống giải pháp bao gồm: hoàn thiện quản lý và chính sách hỗ trợ, phát triển sản phẩm du lịch, tăng cường quảng bá - xúc tiến, thúc đẩy phối hợp đa bên liên quan, huy động nguồn lực tài chính và bảo vệ môi trường. Các khuyến nghị này cung cấp cơ sở thực tiễn nhằm bảo tồn và tái sinh chợ nổi như một tài sản văn hóa đặc sắc trong bức tranh du lịch Đồng bằng sông Cửu Long.
Từ khoá: chợ nổi, Đồng bằng sông Cửu Long, văn hóa du lịch.
[Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ, số 31 năm 2025]