• Nem Talált Eredményt

GDP Employmen t

7 CONCLUSION

It is not only the risk perception but consciousness of self responsibility towards society and government’s rule regulations that influence people to engage in disaster risk reduction. The top-down governance system hardly allows villagers in Czech Republic to engage in government activities. However, villagers help each other, help government personnel and work collectively during emergency, the trend of collectivities becomes very less. Villagers live at high risk areas are worry about safety of individual family and neighbours due to increasing level of floods. But, social networks among friends, neighbours and trust on government supports help to deal with emergency. The sense of collectivities during emergency is very strong within the social networks. The social network of a household helps during and post emergency but none of the family expect money support. The emotional support becomes from the social network become

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most important during emergency. However, disaster management mechanisms of the government are centrally controlled, villagers blindly trust councillors, mayors in disaster reduction. There is also high dependency on government in short and long term risk reduction activities. Disaster management programmes in villages is largely dependent on funding from European Union. It is found that centrally controlled mechanisms are not adequate to deal with frequent floods. High dependency on government and insurance companies reduces coping mechanisms that create extra burden with changing rules and regulations of insurance and governance system.

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10.1111/j.1539-6924.2012.01942.x Contact Information Mohan Kumar Bera, PhD Department of Geography

Faculty of Science, Masaryk University Kotlářská 2, 611 37 Brno, Czech Republic (+420) - 773914349

Email: mohan.bera@gmail.com

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FUNCTION OF INTEGRATED MARKETING COMMUNICATION AND