Roles, Obstacles, and Guidelines for Promoting Citizen Participation in Local Innovation: A Case Study of Online Water Bill Collection in Phru Phi Subdistrict Municipality, Surat Thani Province

Abstract

This research article has three objectives: (1) to study the role of Phru Phi Subdistrict Municipality in promoting public participation in the use of innovative online water bill collection systems; (2) to analyze structural problems and obstacles affecting public participation; and (3) to propose guidelines for promoting participation that are consistent with the context of rural communities with a high elderly population structure. A qualitative case study research methodology was used, collecting data through in-depth interviews, focus group discussions, and observation from 28 key informants across 5 groups over a period of 21 months, from July 2024 to March 2026. The research findings indicate that, in terms of role, Phru Phi Subdistrict Municipality proactively acted as an innovation director through the development of a digital communication system and a 4-level color-coded reminder system. This resulted in an increase in the proportion of online system users from 1.98% in July 2024 to 8.95% at the end of data collection in March 2026, reaching a peak rate of 9.19% in February 2026. However, the level of participation remains at the symbolic level according to Arnstein’s participation ladder and has not yet achieved true partnership. Regarding challenges and obstacles, the demographic structure, with 69.7% of the population being elderly, creates a digital gap linking social identity and traditional lifestyles. Furthermore, limitations of the nudge theory, where recipients lack basic skills, result in the innovation diffusion process being stuck among initial adopters. In terms of promoting participation, this research proposes five approaches: improving systems based on the principles of design for all, targeted strategic communication, group-specific incentive design, developing community digital volunteers, and building institutional collaboration networks. These approaches aim to elevate participation from symbolic involvement to partnership, following Arnstein’s participation ladder.