Optimising the Efficacy of Equine Welfare Communications: Do Equine Stakeholders Differ in Their Information-Seeking Behaviour and Communication Preferences?

摘要

To ensure that up to date equine welfare advice is communicated as effectively as possible, it is important to understand where equine stakeholders seek information and their preferences for the way that information is communicated. In this study we surveyed horse owners, equine veterinarians, and livery yard owners. We found that although the three groups differed in the information sources they used most frequently, there was a tendency to consult other people rather than organisations, or digital and printed resources. There was a preference for information to be communicated in a neutral or positive way. Horse owners in particular would like practical information on the process of implementing equine welfare improvements included alongside the information. Equine veterinarians are important sources of information for all three stakeholder groups.