Motorbikes and Helmets

There have been a number of promotions and large posters scattered throughout Phuket for people to wear a helmet when they drive a motorbike.

I would like to understand why this tourist does not wear a helmet? 

Should I think that:
1: the tourist should be more aware of the law when they visit Phuket?
2: the tourist feels that they are above the law when they visit Phuket?
3: the tourist is plain silly?

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