Author Information
Kritsada Phanbamrung, Sukhothai Thammathirat Open University, ThailandWittayatorn Tokeaw, Sukhothai Thammathirat Open University, Thailand
Karn Boonsiri, Sukhothai Thammathirat Open University, Thailand
Abstract
This research aimed to study the design of the vision and local development policies for the mayoral election campaign in Surat Thani Municipality by the “Surat Progressive Team.” The study focuses on three aspects: (1) the conceptual foundation of designing, (2) the strategies used to design, and (3) the use of words and phrases in communicating. This qualitative research employed content analysis of campaign-related policy documents from the Surat Progressive Team, the electoral winner in 2025, Data collection along with in-depth interviews with key informants directly involved in the vision and policies design process. Data were analyzed through interpretive conclusion. The research findings reveal that: (1) The conceptual foundation emphasizes a “people-centered” approach that links local governance with the Sustainable Development Goals. The policies aim to enhance economic growth, social equity, environmental balance, and citizens’ well-being, while reflecting the city’s capacity and local identity. (2) The strategies focus on addressing local problems precisely by connecting existing challenges with realistic and innovative development solutions. Evidence-based information and citizen participation serve as the foundation for designing “three missions and nine core policies,” enabling practical implementation and tangible outcomes. (3) The communication of the vision and policies uses positive and empowering language to build hope, collective motivation, and a clear picture of future transformation, through messages such as “Surat Thani Must Be Better” and “A City That Leaves No One Behind.” Additionally, identity-driven slogans such as “Gastronomic City, Attractive Destination” reinforced public acceptance and confidence in the winning candidate and the proposed policies.
Paper Information
Conference: ACSS2026Stream: Politics
This paper is part of the ACSS2026 Conference Proceedings (View)
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To cite this article:
Phanbamrung K., Tokeaw W., & Boonsiri K. (2026) Designing Vision and Local Development Policies for the Mayoral Election Campaign of the “Surat Progressive Team” in Surat Thani Municipality ISSN: 2186-2303 – The Asian Conference on the Social Sciences 2026: Official Conference Proceedings (pp. 203-212) https://doi.org/10.22492/issn.2186-2303.2026.18
To link to this article: https://doi.org/10.22492/issn.2186-2303.2026.18
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