Elliott Lewis R, White Mathew P, Taylor Adrian H, Abraham Charles
Psychology Applied to Health Group, University of Exeter Medical School, Exeter, UK.
European Centre for Environment and Human Health, University of Exeter Medical School, Exeter, UK.
Health Promot Int. 2018 Apr 1;33(2):299-310. doi: 10.1093/heapro/daw083.
Although walking for leisure can support health, there has been little systematic attempt to consider how recreational walking is best promoted. In the UK, local authorities create promotional materials for walking networks, but little is known about whether they effectively encourage walking through persuasive messaging. Many of these materials pertain to walks in natural environments which evidence suggests are generally visited less frequently by physically inactive individuals. Consequently the present study explores whether and how recreational walking brochures use persuasive messages in their promotion of walks in natural environments. A coding taxonomy was developed to classify text in recreational walking brochures according to five behavioural content areas and 87 categories of potentially persuasive messages. Reliability of the taxonomy was ascertained and a quantitative content analysis was applied to 26 brochures collected from Devon, UK. Brochures often provided information about an advertised route, highlighted cultural and aesthetic points of interest, and provided directions. Brochures did not use many potentially effective messages. Text seldom prompted behaviour change or built confidence for walking. Social norm related information was rarely provided and there was a general lack of information on physical activity and its benefits for health and well-being. The limited range of message strategies used in recreational walking brochures may not optimally facilitate walking in natural environments for inactive people. Future research should examine the effects of theory-informed brochures on walking intentions and behaviour. The taxonomy could be adapted to suit different media and practices surrounding physical activity in natural environments.
尽管休闲散步有益于健康，但对于如何最好地推广休闲散步，却很少有系统的尝试。在英国，地方当局会制作步行网络的宣传材料，但对于这些材料是否能通过有说服力的信息有效地鼓励人们步行，却知之甚少。这些材料大多与自然环境中的散步有关，但有证据表明，身体不活跃的人通常较少去自然环境中散步。因此，本研究探讨了休闲散步宣传册在推广自然环境中的散步时是否以及如何使用有说服力的信息。我们开发了一种编码分类法，根据五个行为内容领域和87类潜在的有说服力的信息对休闲散步宣传册中的文本进行分类。确定了分类法的可靠性，并对从英国德文郡收集的26本宣传册进行了定量内容分析。宣传册通常会提供有关广告路线的信息，突出文化和美学景点，并提供方向指引。宣传册没有使用很多可能有效的信息。文本很少促使行为改变或增强散步的信心。很少提供与社会规范相关信息，而且普遍缺乏关于体育活动及其对健康和幸福益处的信息。休闲散步宣传册中使用的信息策略范围有限，可能无法最有效地促进不活跃人群在自然环境中散步。未来研究应考察基于理论的宣传册对步行意愿及行为产生的影响。该分类法可加以调整，以适用于围绕自然环境中体育活动的不同媒体和做法
