STRATEGY FOR ELECTION CAMPAIGN OF THE CHIEF EXECUTIVE OF ROI ET PROVINCIAL ADMINISTRATIVE ORGANIZATION CASE STUDY OF THE 2022 ELECTION IN B.E. 2565

Abstract

Objectives of this research article were: 1. To study The national and local political contexts that influenced the campaign strategies used in the 2022 election for the Chieve Executive of the Roi Et Provincial Administrative Organization and 2. To study the campaign processes of the two candidates who won the highest number of votes in the 2022 election Mr. Seksit Wainiyompong and Mrs. Ratchanee Phonsue A qualitative research methodology was employed. In-depth interviews were conducted with purposefully selected key informants, including one election candidate, one campaign staff member from each side, two local politicians, three political communication scholars, two mass media professionals, and a sample group of twenty eligible voters in Roi Et Province, using a participatory in-depth interview format. The researcher also utilized non-participant observation. Documentary research was conducted by collecting and analyzing information from documents, textbooks, and research reports. The collected data were then analyzed descriptively to provide a systematic explanation of the research findings.

The research findings revealed 1. The national political context impacted the Roi Et election because the people in Roi Et Province have a strong attachment to the Pheu Thai Party and consistently support candidates from this political party. This political context influenced the election of the Roi Et PAO Chief Executive in 2022. Furthermore, when considering the campaign policies and the candidates, the comprehensive support from the Pheu Thai Party contributed to the election results, leading to an overwhelming victory; and 2. The study of the campaign strategy of Mr. Seksit Winiyompong, the winning candidate for Roi Et PAO Chief Executive, was found that Mr. Seksit Winiyompong fully applied the Political Marketing Theory throughout the entire campaigning process. His strategy, which included defining the 4Ps marketing mix and utilizing national-level politicians to join campaign rallies, led to great success, resulting in his election as the Roi Et PAO Chief Executive. Conversely, Mrs. Ratchanee Phonsue, his competitor in this election who ran as an independent, did not fully utilize the Political Marketing Theory, leading her to secure second place with a score approximately half that of the winner.