Oh I Do Like To…
Visiting the seaside for its perceived health benefits is hardly a new phenomenon. As far back as the mid-18th century, city dwellers sought out places offering cleaner air and the rhythms of nature.As industrialisation progressed during the 19th century, the desire to visit the coast stemmed as much from a need to escape polluted, overcrowded cities as a desire to be near the sea. This was when the modern idea of the seaside was essentially “invented”, and English coastal towns like Blackpool, Skegness and Scarborough began to boom.
These days, of course, the sticks of rock and donkey rides have mostly been swapped for those more exotic locations. We are more likely to go to the local coast for a few hours away from the stresses of modern life in some beautiful scenery.
Our Research
To test this idea, we surveyed 333 people at five seaside locations in Lancashire in north-west England (Lytham St Annes, Blackpool, Cleveleys, Fleetwood and Morecambe). We gauged their sense of wellbeing by asking them eight questions, including whether they felt better when looking out at the sea, more relaxed in this environment, and had happy memories of being at the seaside.Respondents had to score each question out of 4, with 0 being no benefit and 4 being the highest benefit, allowing for a maximum “Seaside Wellbeing Index” (or SWI) score of 32. We conducted our surveys in the summertime, but the findings are likely to be applicable the year round.
Most respondents displayed relatively high scores, which was unsurprising, since we know the seaside helps people to relax and feel well. We split respondents into two broad groups, those at work and those at leisure. The people we surveyed were either working at the time they were surveyed, or there for leisure purposes (walking or sitting near the sea). Occupations of the workers ranged from coach driver to chef to nurse.
Of those at leisure, we broke them down into three further sub-groups: overnight visitors, day visitors and local residents. Visitors displayed higher scores than local residents. Those who scored highest were visitors staying overnight (an average SWI score of 27.2 compared to 25.9 for local residents, with day visitors actually slightly lower at 25.6). This suggests that the longer you stay away from home, the more relaxed and leisurely you become.
People who were working scored lower on average than those at leisure. The average SWI scores were 22.4 for workers, 26.2 for those at leisure, a statistically significant difference of 3.8.
Implications
Being at leisure gives individuals time not just to see but to properly soak up the seaside environment. This is why it is the perfect antidote to being confined in cities and the stresses of everyday life. In January, as we look towards the long year ahead, leisure time can therefore be well spent at the coast. Those marketing seaside destinations and managing the visitor experience would do well to highlight the need for visitors to slow down and savour the seaside environment.
