STRATEGIES FOR DRIVING BUDDHISM PROPAGATION IN THE CHANGING CONTEXT OF INNOVATION AND MODERN INFORMATION TECHNOLOGY FOR REACHING DIVERSE TARGET GROUPS SURAT THANI PROVINCE

Abstract

This research aimed to 1) study the problems and needs in propagating Buddhism, 2) create strategies, 3) transfer strategies, and 4) create a manual for propagating Buddhism in the context of changes in innovation and modern information technology to reach various target groups of the Sangha in Surat Thani Province. This research was conducted as a research and development. The quantitative sample consisted of 306 people, calculated by Krejcie & Morgan, using a questionnaire to collect data. The qualitative sample consisted of 55 people, selected by specific method. The statistics used in the research were percentage, mean, standard deviation, Pearson’s correlation coefficient, and multiple regression analysis. The research results found that 1) the problems were that students in educational institutions hardly read, those responsible for propagating religion did not have much knowledge and ability, and Buddhists who went to the temple were all old, requiring the use of traditional propagation methods, which could not cover and keep up with the times. 2) Creating a strategy to propagate Buddhism found that 7 variables had a statistically significant positive relationship at the .05 level, and 7 independent variables had an intra-variable correlation coefficient. The value is between .402 and .528, with a positive relationship with statistical significance at the .01 level. 3) Disseminate strategies for driving the propagation of Buddhism with stakeholder groups, teaching monks morality, and integrating it into teaching through the Bachelor of Political Science program in the field of Government Administration, and 4) create a manual for driving the propagation of Buddhism using a digital platform.