Communication for Driving the Smart City Development of the Mayor of Thung Song Municipality, Nakhon Si Thammarat Province

Abstract

         This research aims to study the smart city implementation led by the Mayor of Thung Song Municipality, Nakhon Si Thammarat Province, focusing on (1) communication concepts and (2) communication management. Employing a qualitative approach, the research used in-depth interviews with 23 purposively selected key informants directly involved in smart city communication. Data were collected through a structured in-depth interview guide and analyzed by developing thematic conclusions aligned with the research objectives and key issues. The findings reveal that the Mayor’s communication concept for smart city advancement emphasizes: excellent public service delivery through a citizen-centric approach; inclusive access to services enabled by communication technologies; improved organizational efficiency via rapid and transparent internal communication; professional digital corporate communication through online platforms; organizational modernization through two-way communication and innovation diffusion; and governance grounded in good governance principles—transparency and accountability—to strengthen public trust and participation. Regarding communication management, the process begins with diagnosing organizational communication problems, including communication structures, staff communication behaviors, and citizens’ knowledge and understanding. These insights inform strategic communication planning by defining objectives, target groups, appropriate channels, and clear, engaging content. Implementation requires systematic and continuous communication that stimulates citizen participation. Monitoring and evaluation support ongoing improvement, while clear institutional arrangements for communication—strengthening teams, developing staff capacities, and integrating communication across sectors—enhance the municipality’s ability to drive smart city initiatives toward success. The key new insight is that smart city development must be driven by communication as a central mechanism linking vision, policy, technology, and citizens. The new findings indicate that a smart city must be driven by communication as the central mechanism linking vision, policy, technology, and citizens. The mayor plays a dual role as a change leader and a public communicator, emphasizing mutual understanding and collaborative engagement. Six core concepts underpin this approach: (1) corporate communication, (2) diffusion of innovation, (3) communication for technology acceptance, (4) persuasive communication, (5) excellent public service, and (6) organizational efficiency enhancement. Successful smart city management involves five key stages: (1) problem analysis, (2) strategic planning, (3) plan implementation, (4) monitoring and evaluation, and (5) the establishment of a dedicated communication team.