Abstract—The purpose of this research is to study the opinion and awareness of Thai airline passengers on the effectiveness of airline safety instruction card which can be found on every passenger seat.  This paper was a quantitative research.  A total of 400 Thai passengers with flying experience were interviewed via questionnaire. The data was analyzed and synthesized to generate new findings of Thai airline passengers' opinion and awareness generated from the viewing of airline safety instruction card. The findings revealed that most Thai respondents know and are aware of the importance of airline safety instruction card. However, among the safety communication tools on board the airplane, safety instruction card obtain the least passenger attention. Moreover, most Thai passengers reflected that they need to be developed in terms of design and understandability. Suggestions to improve the effectiveness of safety instruction cards concern the attractiveness and inside quality. The improvement will lead to higher safety awareness, safety action and safety behavior at the end. Despite extremely air accidents these days but this thing can occur any time, therefore proactive manner should be implemented without warning.

Index Terms -  Thai Airline Passenger,  safety awareness,  safety instruction card.