Health promotion among older adults in Austria: a qualitative study

Aims and objectives To determine the types of attitudes to health promotion among older Austrians. Background Health promotion in old age becomes increasingly important in the current period of demographic transition. Interventions are likely to be successful if they take the attitude of older persons into consideration. There may be several types of attitudes to health promotion among older adults. Design Cross‐sectional qualitative study. Methods Semi‐structured interviews were conducted in a purposive sample consisting of 36 home‐dwelling older persons from local communities in the federal province of Salzburg, Austria. Data were analysed using qualitative content analysis according to Mayring and subsequent construction of types. Results There are three main types of attitudes to health promotion. ‘Health promoters through everyday activities’ considered domestic work and walks to be sufficient in keeping up their health. Fitness‐oriented persons practised sports of some type. Users of complementary methods practised such methods to some degree. These types of attitudes could be further differentiated according to their outcome expectations. In addition to benefits for health, socialising was also an important outcome. Physical decline may reduce a fitness‐oriented attitude, whereas encouragement by others may trigger it. Conclusion Older adults have various attitudes to health promotion, but these are not immutable. Relevance to clinical practice Health promotion programmes that are not restricted to a narrow focus on health but provide the opportunity to socialise may support older adults in maintaining a healthy lifestyle.