A stakeholder perspective on poverty reduction through the implementation of social marketing in the context of tourism

This study aims to establish a model that identifies the role of tourism, target group, tourism stakeholders, and the marketing mix factors in the context of tourism marketing based on behavior change and exchange theory, to contribute to poverty reduction through the implementation of social marketing in the tourism context. Phenomenology and grounded theory designs were used in the research. The research findings have revealed that social marketing tools and techniques are effective methods for reducing poverty in the context of tourism and have contributed to a better understanding of the impact of tourism on poverty in terms of roles, barriers, and expectations. It was concluded that for social marketing to be successfully applied in tourism, it needs to be adapted to government policies, institutions, and the private sector. According to the results of the study, government policies should be conducive to promoting behavior change through tourism. In line with the philosophy of social marketing, it is expected that the results will focus on behavior change in the target group in the context of tourism, creating shared values for society, and developing roles for the benefit of individuals and society.

Patient coaching in secondary care: healthcare professionals' views on target group, intervention and coach profile

BACKGROUND

Not all patients are able to communicate effectively during consultations with medical specialists. Patient coaching has shown to be effective for enhancing communication.

OBJECTIVE

We aimed to get healthcare professionals' views on target groups for patient coaching, on supportive elements in patient coaching and on the necessary qualifications and profile of a patient coach, to further our knowledge on the concept of patient coaching as supportive intervention for patients in consultations with medical specialists.

METHODS

We chose a qualitative research design and interviewed 18 healthcare professionals (six medical specialists, four family physicians, four community nurses and four nurse specialists/physician assistants) and analysed the verbatim transcripts using Qualitative Analysis Guide of Leuven. After a short introduction of the global concept of patient coaching and presentation of patients' perceived barriers, two interviewers structured the interview around three research questions: which patients could benefit from a patient coach, what should such a coach do and who could act like such a coach?

RESULTS

Participants describe patients who could benefit from patient coaching as generally vulnerable (e.g. older age, insufficiently accompanied, lower socioeconomic status, co-morbidity and cognitive problems) but also patients who are situationally vulnerable (e.g. elicited by bad news). Patient coaching should comprise emotional and instrumental support, aiming at reducing stress and improving the processing of medical information. Patient coaching should start from the patient's home and include preparing questions, navigating to and in the hospital, recording information during the consultation, checking understanding and recalling information. Patient coaches should have at least basic medical knowledge and a higher education.

CONCLUSION

Healthcare professionals believe that patient coaching by a trained professional with medical knowledge could be beneficial to patients who are stressed when visiting a medical specialist. Future research should involve the views of patients on patient coaching, focus on investigating to what extent patient coaching is able to reduce stress and support a patient in processing medical information and the preferred patient coach's profile.

The Impact of Response Instruction and Target Group on the BIAS Map

Response instructions—inviting participants to respond from a certain perspective—can significantly influence the performance and construct validity of psychological measures. Stereotype Content Model (SCM) and then the BIAS map (“behaviors from intergroup affect and stereotypes”) were originally developed as universal measures of shared cultural stereotypes—participants’ perceptions of what most of the people in a society think about the target group—and their related social-structural antecedents, emotions and behavioral tendencies. Yet a number of studies have adopted a different response instruction focusing on individual stereotypes—what the participants personally think about the target group. So far, there is little evidence to suggest how these two different response instructions (individual vs. shared cultural perspective) might influence the performance of the BIAS map, especially when applied to target groups that elicit different normative and social desirability concerns. To provide novel evidence, we conducted an experiment with a representative sample of ethnic Slovaks (N = 1269). In a 2 × 2 factorial design, we found response instruction (individual vs. shared cultural perspective) and target group [stigmatized ethnic minority (the Roma) vs. non-stigmatized ethnic minority (the Hungarians)] had significant effects on the BIAS map and their interaction had significant effects on the social structure and behavioral tendencies (but not on stereotypes and emotions) scales. Exploratory analysis also points to partial influence on the mediation hypothesis underlying the BIAS map and minor effects on its scale properties. Our evidence suggests that the difference between individual stereotypes and shared cultural stereotypes partially depends on the target group in question and that they should be treated as two potentially separate constructs.

Being targeted as a "severely overweight pregnant woman" -A qualitative interview study

Background

Pregnant women with a body mass index (BMI) ≥ 30 kg/m² have been targeted in health‐care systems in many western countries as a high‐risk group. However, we have limited knowledge of the long‐term significance of this prenatal care policy.

Objective

To investigate accounts women give of their experiences of being targeted as severely overweight during pregnancy when they look back at the intervention 4‐5 years later.

Design

Interpretive analysis based on 21 semi‐structured interviews conducted 4‐5 years after the pregnancy with Danish mothers categorized as having a pre‐pregnancy BMI ≥ 30.

Findings

In the women's retrospective accounts three phases were identified and separated: (i) Being identified as a “severely overweight pregnant woman.” The women differed over whether they accepted this categorization, but all believed that an approach based on weight was acceptable. (ii) Encounters with health‐care professionals. The women differed here: some reported no negative experiences; others reported experiences of prejudice and silence. (iii) Reflections on long‐term outcomes. Most women reported that the interventions during their pregnancies did not lead to any lasting lifestyle change. The women disagreed over whether, in principle, pregnancy was a suitable time to be targeted.

Discussion and conclusion

Our study illustrates the importance of critically considering whether pregnancy is a suitable window of opportunity for obesity prevention, and shows that women's experiences should be examined in relation to each phase of intervention. More interdisciplinary studies are needed to map potential benefits and other consequences over the short‐ and long‐term.