Strategies, Success Factors, and Challenges in Advancing a Moral Governance Ecosystem: A Case Study of the Moral Center (Public Organization), Thailand

Abstract

The qualitative research aimed to study 1) a SWOT analysis of the performance of Moral Center (Public Organization) in 2023-2024, 2) an analysis of the linkage of the national strategic plan with the performance of Center for Moral Center (Public Organization), and 3) success factors in promoting virtue in Thai society by Moral Center (Public Organization). The sample group was selected by purposive sampling, totaling 12 people. The research instruments include a document analysis form, semi-structured interview form, data collection by in-depth interview, data analysis by content analysis, and essence analysis.

The research results found that:

1. The Moral Center (Public Organization) has strengths in strategy and networks that help drive the promotion of virtue effectively and efficiently. This enables the Center for Morality Promotion to prepare for the challenges of the current situation or the decline in interest in the issue of virtue in society. However, the long-term drive still requires the development of a monitoring mechanism and the creation of flexible strategies to support the diversity of Thai culture.
2. The Moral Center (Public Organization) operates in line with the 20-year National Strategy (2018-2037) and the National Virtue Promotion Action Plan, Phase 2 (2023-2027), namely: 1) Creating a sustainable virtuous society; 2) Instilling virtue in children, youth, and the public; 3) Creating and expanding social networks;
   4) Driving virtue in the public, private, and civil society sectors; and 5) Creating an efficient management system.
3. The success factors in advancing moral promotion by the Moral Center (Public Organization) include: 1) Establishing a Collaborative Moral Governance Network, 2) Advancing Social Innovation in Moral Development, 3) Developing Moral Leadership and Human Capital, 4) Formulating Standards and Certification Systems for Moral Organizations, 5) Strategic Partnerships and External Moral Collaboration, 6) Organizational Quality Assurance and Transparency Enhancement, and 7) Public Communication and Cultivation of Moral Role Models.