The Success Factors of Local Administration and City Branding Innovation Projects with Good Governance: A case study of Yala City Municipality
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Abstract
This research aimed to (1) analyze the success of local administration and the factors contributing to good governance within Yala City Municipality, and (2) analyze the success and associated factors of the City Branding project implemented within the municipality. Qualitative research methods were employed, involving data collection from documents and in-depth interviews conducted with 61 participants, comprising local administrators, municipal staff, and representatives from the civil sector. In-depth interviews and group discussions were conducted using interview forms to explore the factors contributing to success. Analytical methodologies included content analysis and inductive analysis. The findings revealed that (1) the success of good governance was categorized into six aspects: transparency, public participation, reduction of public service procedures, fiscal discipline, efficiency, and public satisfaction. The success factors of good governance included public participation and well-educated citizens, an effective management team, the working culture in Yala, stable politics, and the leadership of the Mayor of Yala. (2) The success of the City Branding project was characterized by: 1) the revitalization of the city's image through innovative branding strategies; 2) the differentiation of the city and effective communication of its identity, fostering positive recognition; and 3) the stimulation of economic growth through the utilization of creative economy concepts and the use of local capitals to create the city's image. Finally, the success factors in the City Branding project were accurate problem identification and resolution, the leadership exhibited by the Mayor, clearly defined working processes and implementation strategies, democratic culture, fostering understanding and harmony rooted in multiculturalism, fostering ownership, encouraging participation, and establishing robust networks.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยอุบลราชธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยอุบลราชธานี และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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