COMMUNICATION FOR LOCAL TAX PUBLIC RELATIONS IN A MULTICULTURAL CONTEXT: A CASE STUDY OF THAILAND’S SOUTHERN BORDER PROVINCES

Abstract

This research article aimed to 1. Examine various communication methods used to publicize local revenue collection measures in a multicultural context, and 2. Explore appropriate communication approaches for raising public awareness of local revenue collection measures within such a context. A mixed-methods research design was employed. The quantitative component involved a sample of 487 citizens who had paid taxes or fees, using questionnaires as the research instrument. Descriptive statistics, specifically mean values, were used for data analysis. The qualitative component involved key informants who were representatives of LAOs. Semi-structured interviews were used as the research tool, and the data were analyzed through content analysis. The case studies included six municipalities and subdistrict administrative organizations located across four provinces: Satun, Songkhla, Pattani, and Narathiwat.

The findings reveal that sending letters to taxpayers remains the main channel through which people receive information. Meanwhile, word-of-mouth communication within communities and communication through religious venues, such as mosques, play a crucial role in rural or close-knit Muslim communities. Additionally, the use of online media has the potential to enhance the effectiveness of public communication in urban areas where physical space and social interactions are limited.