Free swimming : impact on physical activity behaviour of a borough-wide population
Introduction:Appropriate pricing strategies are believed to reduce economic barriers to physical activityand enhance population-level participation. Aim:This thesis aimed to investigate the influence of a change in pricing strategy for swimmingpool usage over a three year period (2008-2011). Method:A mixed methods approach was adopted incorporating secondary data analysis of a leisuremanagement database (Study 1); a questionnaire-survey for users and non-users of the FreeSwimming Initiative (FSI) (Study 2; «=529); and semi-structured interviews withmanagement associated with the FSI (Study 3; «=17); and scheme users and non-users (Study4; «=34). Results:Study 1 indicated a positive response to a change in pricing strategy (+15.1% change invisits), a significant finding against a national decline in swimming participation, although thenovelty of free swimming declined over time (-12.1%). There was an adverse reaction to themass FSI among the 65 and over (-19.2%) which concurred with the apparent user groupclashes documented in Studies 3 and 4. Based on the outcomes of Studies 2, 3 and 4 it seemedunlikely that new users were attracted to the FSI owing to the under resourced marketing ofthe service; the inconvenience of Borough pool closures; and the particular nature ofswimming which encompasses high barriers to participation such as proficiency and therequirement for a specialised facility. Studies 3 and 4 concluded that the impact of the FSI onthe legacy of swimming was uncertain, yet total visits were lower upon the reintroduction ofthe entry-fee (-5.4%) suggesting the FSI may have damaged previously established trends. Discussion/Conclusion:Findings suggest that entry-fee is a key element in the decision to exercise as there was apositive participation response to a change in pricing structure. Participation increases couldhave been maintained with the development of an appropriate swimming structure to enticenew swimmers and maintain the involvement of existing users.
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