Factors Driving the Digital Economy Development of Local Administrative Organizations in the Thailand 4.0 in Surat Thani Province

Abstract

The research article consisted of the following objectives: 1) to investigate the roles of local administrative organizations in driving digital economy development in the 4.0 era; 2) to analyze problems of local administrative organizations in driving digital economy development in Thailand 4.0 era; 3) to analyze the main factors in driving digital economy development of local administrative organizations; and 4) to propose the guidelines for managing the main factors in driving the digital economy development of local administrative organizations in Thailand 4.0 era. The study used a mixed-method research design, with quantitative data obtained using a mixed questionnaire and qualitative data acquired through a focus group discussion with 19 persons.

From the study, the following results are found: 1) The majority of the sample group was male with a Bachelor's degree from a subdistrict administrative organization. The plan for driving the development of the digital economy is at a moderate level (= 2.93, S.D. = 0.86); 2) The promotion for driving the development of the local digital economy is at a moderate level (= 2.92, S.D. = 0.83); 3) Factors for driving the development of the local digital economy is at a moderate level (= 3.50, S.D. = 0.67); 4) The qualitative approach included focus group discussions with a sample group of 19 representatives of local administrative organizations in Surat Thani and experts in digital economy, who were chosen by purposive sampling. From the study, it is discovered that local government organizations are collaborating with the government and private sectors to promote online marketing and Wi-Fi services in order to drive the development of the digital economy. This demonstrates the importance of local government organizations in driving the development of the digital economy. The guidelines for managing the main factors in driving digital economy development of local administrative organizations in Surat Thani are based on the FAST Model.