Factors Influencing the Image of Desirable Thai Political Parties

Abstract

The research objectives were: 1. to study the factors influencing the image of desirable Thai political parties; 2. to study the problems and obstacles affecting the image of desirable Thai political parties; and 3. to study the guidelines for building the image of desirable Thai political parties to be in line with the needs of the people truly. This research was qualitative.  This study used 20 key informants, including representatives of political parties, politicians, academics and voters aged 18 years and over. By purposive selection from qualified and relevant to this study.

The results found that 1. Factors influencing desirable Thai political party image were 1) vision and policy 2) the past performance 3) experience 4) moral-ethics/law 5) personality 6) human relations and 7) social Responsibility 2. Problems and obstacles affecting the desirable image of the Thai political party found that 1) the people did not receive information and bias towards politics and political parties 2) personal characteristics of party members lacking morals and ethics, lacking proper} qualifications 3) party structure was not appropriate, lack of good management  4) attacks on the image between political parties and 5) buying the right to sell votes and unable to comply with the campaign policies; and 3. Guidelines for creating desirable images of Thai political parties to be in accordance with the needs of the people really found that 1) having to work proactively, to be sure to visit the area to meet people as well, to build a good relationship. 2) Disseminate the desired image of the real party to the public, using various modern media. 3) The process of recruiting and selecting persons to become members of the party requires careful scrutiny. 4) Political parties must set standards of performance and ethical and ethical standards; and 5) Political party members must develop their own skills, knowledge, abilities, attitudes and personality.