Understanding Households’ Perceptions of Risk Communication During a Natural Disaster: A Case Study of the 2011 Flood in Thailand

Abstract

This study investigated households’ perceptions of risk communication during the 2011 flood in Thailand, which was the most devastating in Thailand since 1942 and affected 12.9 million people. The study aim was to analyze the determinants of people’s perceptions of early warning communication and its efficacy. It also examined key determinants in various aspects, including the accessibility and efficacy of warnings regarding the potential hazard from electrocution, household hygiene, and life and property issues. This study used the 2011 Flood Livelihood Survey of Thai households, conducted by the Thai National Statistical Office from July to December 2011. The results demonstrated that some household characteristics, head of household, and communication and transportation problems during the flood affected warnings regarding accessibility and the perception of warning efficacy during the 2011 flood in Thailand. The results also demonstrate the key factors in successful risk communication, i.e., flood experience and community interrelationship. It is also essential to provide comprehensive and useful information such as safety and health instructions, using the proper channels to disseminate information to the target audience.