ELECTION OF MAYORS OF SUB-DISTRICT MUNICIPALITIES IN LOEI PROVINCE

Abstract

The objectives of this research were to study 1) The campaign patterns that influence the electoral success of subdistrict municipality mayoral candidates in Loei Province. 2) To investigate the forms of canvasser that affect the election outcomes of sub-district municipality mayoral candidates in Loei Province. This study employed a qualitative research methodology, utilizing in-depth interviews as the primary data collection method. Data were gathered from 40 purposively selected key informants, including candidates for mayor and municipal councilor positions, municipal officials, canvassers, community leaders, and general citizens. Structured in-depth interviews were used, and the data were analyzed through thematic conclusion drawing.

The results revealed that:

• The campaign patterns that influence the electoral success of subdistrict municipality mayoral candidates in Loei Province is door-to-door canvassing, commonly referred to as “vote-seeking by knocking on doors,” which is particularly effective in subdistrict municipalities located outside urban areas.


• The forms of canvasser that affect the election outcomes of subdistrict municipality mayoral candidates in Loei Province is a network-based or direct-selling style canvasser system.

The research concludes that the use of door-to-door canvassing, in combination with a network-based or direct-selling style of canvasser organization, significantly contributes to the electoral success of subdistrict municipality mayoral candidates in Loei Province. Therefore, candidates may adopt this approach as a strategic model for campaigning to enhance their chances of being elected as subdistrict municipality mayors in Loei Province.