Public Perception of the Roles and Image of the Southern Border Provinces Administrative Center
Keywords:
Southern Border Provinces Administrative Center, public perception, imageAbstract
This study examines public awareness and perceptions of the Southern Border Provinces Administrative Center (SBPAC) and proposes strategies to enhance its image as a key organization in regional development. Employing a mixed-methods approach, the research surveyed 2,104 residents across Thailand’s southern border provinces using questionnaires and conducted focus group interviews with 28 stakeholders, including community leaders, local experts, and members of civil society. Findings reveal that 86.1% of respondents are aware of the SBPAC's physical location, and 71.9% are familiar with its hotline service. However, knowledge of the agency’s organizational structure and its roles and responsibilities is comparatively lower, at 56.8% and 54.1% respectively. The SBPAC is generally perceived as a specialized agency with a strong understanding of local contexts and a commitment to supporting development initiatives that improve residents’ quality of life. Nonetheless, its administrative structure is still viewed as resembling that of conventional government agencies. One of its most recognized achievements is facilitating Muslim pilgrimages. The study recommends that the SBPAC enhance public engagement by promoting broader participation in its activities, modernizing its administrative practices, strengthening staff capacity in local engagement, and ensuring adherence to good governance principles.
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