MANAGEMENT OF MODERN LEADERS IN THE DIGITAL ERA OF PATTAYA MUNICIPALITY

Abstract

This research foresees the importance of Pattaya as a tourism and economic area. It is also located in the Eastern Special Economic Zone (ESEZ) that has been promoted by the government in terms of industrial economy and tourism. The purpose of this study was to 1) investigate the level of organizational management factors in the digital era, good governance factors for new government management, and modern leadership of Pattaya Municipality leaders.2) To investigate the differences in general information factors of Pattaya Municipality Chonburi residents with the level of modern leadership of Pattaya Municipality leaders and3) To investigate the factors of organizational management in the digital age, as well as the factors of good governance for new government management, which influence the level of modern leadership of Pattaya Municipality Chonburi leaders.The researcher used a quantitative research method and visited the site to collect 400 opinion questionnaires and used descriptive and inferential analyses with statistical one-way analysis of variance, multiple regression analysis, and independent sample t-test analysis.

          The results showed that the levels of factors studied were summarized as follows: 1) The overall level of organizational management factors in the digital era was 3.425, which is considered high. 2) The overall level of good governance factors for new government management was 3.424, at a high level, and 3) the overall level of modern leadership was 3.412, at a high level. While the demographic factors for age had a statistically significant difference in the level of modern leadership in Pattaya Municipality of 0.05, Technology factors are among the organizational management factors influencing the level of modern leadership in Pattaya Municipality Chonburi in the digital era.Administrative factors such as public service factors and process management factors, as well as good governance factors for new government management, affect the level of modern leadership in Pattaya Municipality Chonburi. Response factors and effectiveness factors are examples of good governance factors.