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Marketing plan for Vansweevelt : bio-mechanics knowledge among natural horsemanship practitioners

Leppämäki, Linda (2023)

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Leppamaki_Linda.pdf (1.276Mt)
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Leppämäki, Linda
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052413638
Tiivistelmä
This study was undertaken to tackle the challenge of attracting natural horsemanship practitioners to the academic art of riding and to enhance the horsemanship skills of trainees. The objective is to identify ways in which Kenneth Vansweevelt, a licensed trainer in the Academic Art of Riding, can improve horse bio-mechanics lessons. The Academic Art of Riding places significant emphasis on training horses to move in a bio-mechanically correct manner, which improves their health and performance. However, this approach has yet to be widely utilized in riding schools and is a relatively new concept for many horse owners. Therefore, it is crucial to understand effective teaching methods to help horse owners integrate equine bio-mechanics into their daily training. This study aims to provide insights into effective strategies that can be used to enhance the teaching of equine bio-mechanics in the academic art of riding.

A survey was conducted among natural horsemanship practitioners to explore their knowledge and interest in equine bio-mechanics. To ensure dependable insights, both qualitative and quantitative approaches were employed. The study found that while the target group had a basic knowledge of equine bio-mechanics, they had gaps in specific exercise details. The group preferred a friendly learning environment with visual explanations and attention to horse emotions and were not interested in traveling for training due to bad past experiences. Facebook and Instagram were the preferred social media platforms for information on improving horse health and behavior problems. The study also highlighted a concern for horses' mental health.

To improve customer engagement, recommendations include creating a customer review system for effortless feedback and tracking the length of customer relationships. Addressing the target group's main concern of behavior problems due to horses' mental imbalance can strengthen the relationship and trust with the trainer. Additionally, developing better training methods and increasing knowledge on bio-mechanics exercises can improve customer motivation and satisfaction, leading to increased work efficiency.
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