The results of this research indicated that: 1) The Amphawa floating market community, in Amphawa district, Samut Songkhram province, is an outstanding community in terms of ecotourism and culture. In addition, it is an area of ​​abundance with natural resources. There are water sources or canal that continuously flow through the area of the Amphawa Floating Market community. People in this community can use these water sources in their daily life, including farm within the community. Moreover, tourism resources and lifestyle of people in this community are also unique.

                                                             2) The result of the Amphawa Floating Market Community’s SWOT Analysis was found that its strength is fireflies watching boat activity and paying respect to Buddha while boating. These activities are considered to be the identity and culture of the Amphawa Floating Market Community. The community’s weakness is that the parking lots are insufficient to serve tourists. Regarding the opportunity, the Amphawa Floating Market community is supported by the government to encourage tourism in community's identity and culture. This is the way to encourage tourists to become more interested in tourism in the community. Moreover, tourists can also experience the community’s way of life. The Amphawa Floating Market community’s treat is the coronavirus outbreak and climate variability.

                                                             3) The development of service models of homestay business operators to associate the community’s way of life by using 10 homestay standards and the study of SWOT Analysis and 8P’s of services marketing mix have shown that the development of service model can be defined in 3 ways as follows: 1) Organizing a tour program to associate the way of life of people in the Amphawa floating market community.  2) Managing the homestay group between operators to associate the way of life of people in the Amphawa floating market community and 3) Developing food and nutrition of homestay business operators to associate the way of life of people in the Amphawa floating market community to enable operators and people in this community to get involved in promoting ecotourism and cultural activities.

                                                            Consequently, the result of this case study was found that the homestay business should promote services that give a real sense of the community's way of life in order to encourage tourists to become interested in learning more about the people’s way of life in the community.