Communication of Local Development Policy by Mayor of Hua Hin Municipality

Tokeaw, Wittayatorn

Communication of Local Development Policy by Mayor of Hua Hin Municipality

James Alexander Gordon on 29th October 2025

Author Information

Wittayatorn Tokeaw, Sukhothai Thammathirat Open University, Thailand

Abstract

This study aimed to examines the communication of local development policies by the Mayor of Hua Hin Municipality, focusing on: 1) policy content, and 2) the characteristics of word and phrase usage. Using a qualitative approach, the study analyzed the Mayor’s policy declaration documents from an award-winning administration recognized for good governance, employing purposive sampling and deductive content analysis. Findings indicate that the main content structure begins with the vision, “A City of Happiness and a Model Learning City of the Nation,” which serves as a guiding framework for communication. This vision is divided into eight sub-themes: infrastructure, economy and tourism, natural resources and environment, holistic well-being, education, religion and culture, politics and administration, community and social welfare, and smart city development. These are linked by a central phrase, “for the benefit and happiness of the citizens.” The communication strategy uses memorable language, emphasizes imagery and emotion, links the city’s identity to local context, and encourages citizen participation through invitational phrases and value-laden expressions such as sustainability, quality of life, and fairness. Calls to Action (CTA) are integral, stimulating participation, fostering civic awareness, and promoting policy compliance, such as joining the Green City program or volunteering. Word and phrase usage reflects five dimensions: creating a vision and city image, building trust and leadership, clarifying policy content, motivating participation, and fostering collaboration with citizens and stakeholders. These strategies enhance the effectiveness of policy communication, integrate participatory principles and city branding, strengthen public support, and drive sustainable urban development in Hua Hin.