COMMUNICATING THE SPORTS CITY POLICY OF THE SPORTS AUTHORITY IN UDON THANI PROVINCE, THAILAND

Abstract

This research aimed to 1) Examine communication for promoting the Sports City policy 2) Investigate communication strategies for promoting the Sports City policy and 3) Develop communication guidelines to enhance the promotion of the Sports City policy of the Sports Authority of Thailand, Udon Thani Province. This study employed a qualitative research approach using observation and in-depth interviews with 14 key informants, including administrators, practitioners, policy advisors, and members of the mass media. The research instrument was a semi-structured in-depth interview protocol, which was validated by three experts. Data were collected through field note recording and analyzed using thematic analysis. The findings revealed that 1) Communication for promoting the Sports City policy consisted of three dimensions policy reception, issue management, and evaluation. 2) Communication strategies for promoting the Sports City policy comprised four major strategies 2.1) Message design strategy, emphasizing persuasive communication to ensure clarity, credibility, and to encourage participation 2.2) Media utilization strategy, including  the use of social media such as LINE groups for administrators, mass media, sports referees, and Sports City drivers, and the use of new media platforms, namely Facebook pages and official websites 2.3) Network-building strategy through interpersonal communication, focusing on establishing and expanding networks with the public through communication by provincial administrators of Udon Thani and 2.4) Mass media strategy, emphasizing collaboration with media organizations to disseminate information to the public. 3) The development of communication guidelines for the Sports City policy included enhancing communication with public and private sector agencies improving message design by emphasizing the identity of Udon Thani as a Sports City and strengthening communication to foster a sense of belonging, mutual understanding, and cooperation among governmental agencies and citizens within the province.