Abstract
This research study estimates the risk factor involved in alcohol impaired driving and the disregard of helmet legislation from hospital data of 28 public hospitals in Thailand (from year 1999 to 2003) and thereby calculates the economic loss in motorcycle accidents influenced by alcohol consumption. It also unveils the alleged association between the marketing and advertising strategies of the alcohol and motorcycle manufacturers and motorcycle accidents. The outcome of the study estimates the economic loss due to motorcycle accidents involving alcohol to be US$ 1,444 million per year. The study also reveals from a questionnaire survey that the campaigns against drunk and un-helmeted motorcycle riding is failing against lucrative thrill seeking marketing strategies adopted by the alcohol and motorcycle industries to attract the young generation.
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