Is a tan worth a thousand words? Holidaymakers’ perceptions and experiences about sun-protection

Abstract

Background: Little is known about how people perceive sun-protection and sun-exposure during holidays and how sun-protection messages are experienced. This study aimed to investigate perceptions of sun-related experiences and the determinants of sun-protection behaviours during holidays. Methods: Semi-structured interviews based on the Theoretical Domains Framework were conducted with 17 respondents. Data were analysed using thematic analysis. Holidaymakers’ intentions and perceptions about barriers and facilitators for sun-protection were assessed. Findings: Respondents showed a desire to tan and attributed a high value to acquiring a tanned appearance. Harming effects of sun-exposure were universally recognized. Most respondents knew how to sun-protect, but several key barriers were identified: impact on holiday experiences, fear of social consequences, inconvenience of sun-protection and lack of environmental resources. Some self-regulatory strategies were identified by participants as facilitators (e.g. coping and facilitation planning). Conclusions: The importance attributed to a tanned appearance seemed a strong motivator for sun-exposure amongst the holidaymakers interviewed. Suggested public health messages include highlighting the harmful effects of sunlight on appearance and the need to use other ways of achieving a tanning appearance (e.g. self-tanning).