Walking and cycling campaign in Rural Wales

Abstract

This paper is a proposal to implement a cycling and walking program in the rural area of Wales known as Swansea. Health is one of the most important factors to a human. If a country has healthy citizens then the infrastructure of the country strengthens and this, in return, helps the country prosper. Walking and cycling are among the best two exercises that can help a person maintain a healthy life. In the paper, we shall discuss the possibility of the implementation of a cycling and walking campaign in Swansea, consider its benefits to the society, the role of the government in this campaign and additionally, we shall also discuss how private companies may stand to gain from it. Corporate social responsibility and indirect marketing for private companies that may participate in this venture are also a part of this proposal.

Table of Contents

Abstractii

Introduction1

Foundation of the proposal1

Literature Review4

Value Added Marketing4

Marketing Mix4

Customer Orientation5

Segmentation, Targeting & Positioning5

Corporate Social Responsibility5

Travel motivation8

Operating Context10

Tourism encouragement12

Health12

Social Services and Goodwill13

Safety13

Enhancing traffic protocol14

Tool for businesses15

Potential Benefits16

Negative Concerns16

Contribution16

Objectives17

Aims and Objectives17

Secondary Objectives17

Plan of operation18

Research Methodology20

Research Design20

Secondary Data20

Research Philosophy21

Literature Search21

Time Scale21

Timeline22

Conclusion23

References24

Bibliography26

Introduction

Regular physical activity offers numerous health benefits. It is effective in the primary and secondary prevention of chronic diseases, such as cardiovascular disease, diabetes, some cancers, and hypertension. Despite the health benefits of physical activity, the overall levels in the country of Wales remain low. By report, more than half of the adult population do not meet the recommended physical activity level and nearly a quarter do engage in any leisure-time physical activity. Based on accelerometer data, less than 5% of the adults adhere to the physical activity recommendations. Physical inactivity has led to enormous disease burden and is one of the leading preventable causes of death in the world. Examinations of contributors to the declining rates of physical activity in the United States underline the importance of environmental change since around 1950, characterized by urban sprawls, scattered development and car-dependent transportation. In the past decade, mounting literature from public health, exercise science, leisure science, urban planning, transportation and other interdisciplinary areas has accumulated evidence for the associations of environments and physical activity. This has led to a growing understanding of the role built environments play in physical activity and obesity prevention.

Foundation of the proposal

Cycling and Walking are two of the healthiest practices that a person can adopt and implement for a healthier living and a better life. City and County of Swansea is seeking to commission an external agent to deliver phase 2 of the Rural Swansea Walking and Cycling Marketing Campaign. This paper proposes the initiation of a cycling and walking program for Swansea, a rural area of Wales. The details of the scheme are what follow:

The scheme forms part of Swansea Rural Business Plan 2 which has been developed by the Swansea Rural Development Partnership with City and County of Swansea acting as its lead body. The Business Plan is the second phase of investment in the rural parts of Swansea and covers ...