A Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective

Recreational cyclists are pertinent but rarely studied leisure and tourism segment. Recreational cycling has traditionally been considered as a ‘masculine stereotyped’ sport. The purpose of the research is to better understand a gendered consumer view of recreational cycling and to possibly promote...

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Autores principales:	Eunjung Kim, Kijung Choi, James Lappeman, Jari Salo
Formato:	article
Lenguaje:	EN
Publicado:	AfricaJournals 2021
Materias:	recreational cycling social media gender differences content analysis south africa Hospitality industry. Hotels, clubs, restaurants, etc. Food service TX901-946.5 Business HF5001-6182
Acceso en línea:	https://doi.org/10.46222/ajhtl.19770720-162 https://doaj.org/article/348406c53b5e4998a051f35e4d086a8d
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id	oai:doaj.org-article:348406c53b5e4998a051f35e4d086a8d
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spelling	oai:doaj.org-article:348406c53b5e4998a051f35e4d086a8d2021-11-05T08:59:22ZA Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective https://doi.org/10.46222/ajhtl.19770720-1622223-814Xhttps://doaj.org/article/348406c53b5e4998a051f35e4d086a8d2021-11-01T00:00:00Zhttps://www.ajhtl.com/uploads/7/1/6/3/7163688/article_11_10_4_1275-1282.pdfhttps://doaj.org/toc/2223-814XRecreational cyclists are pertinent but rarely studied leisure and tourism segment. Recreational cycling has traditionally been considered as a ‘masculine stereotyped’ sport. The purpose of the research is to better understand a gendered consumer view of recreational cycling and to possibly promote recreational cycling to women and men in countries like South Africa with keen interests of recreational cycling in the form of sport tourism. This research employs a content analysis of social media posts on Facebook, Instagram and Twitter as a research method. Specifically, the gendered nature of recreational cycling is focused upon. In total, 2,504 posts from 1,598 unique authors from South Africa are analysed. As a result, this research shows that in the South African context male cyclists tend to like to attend the specialised event and race for their health and fitness while female cyclists seem to find more enjoyable and family-friendly (children focused) cycling. The results also confirm the paradox that women are generally presented in more family oriented roles, while men are typically shown as more independent in the media. Managerial implications and future research are also presented. Eunjung KimKijung ChoiJames LappemanJari SaloAfricaJournalsarticlerecreational cyclingsocial mediagender differencescontent analysissouth africaHospitality industry. Hotels, clubs, restaurants, etc. Food serviceTX901-946.5BusinessHF5001-6182ENAfrican Journal of Hospitality, Tourism and Leisure, Vol 10, Iss 4, Pp 1275-1282 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	recreational cycling social media gender differences content analysis south africa Hospitality industry. Hotels, clubs, restaurants, etc. Food service TX901-946.5 Business HF5001-6182
spellingShingle	recreational cycling social media gender differences content analysis south africa Hospitality industry. Hotels, clubs, restaurants, etc. Food service TX901-946.5 Business HF5001-6182 Eunjung Kim Kijung Choi James Lappeman Jari Salo A Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective
description	Recreational cyclists are pertinent but rarely studied leisure and tourism segment. Recreational cycling has traditionally been considered as a ‘masculine stereotyped’ sport. The purpose of the research is to better understand a gendered consumer view of recreational cycling and to possibly promote recreational cycling to women and men in countries like South Africa with keen interests of recreational cycling in the form of sport tourism. This research employs a content analysis of social media posts on Facebook, Instagram and Twitter as a research method. Specifically, the gendered nature of recreational cycling is focused upon. In total, 2,504 posts from 1,598 unique authors from South Africa are analysed. As a result, this research shows that in the South African context male cyclists tend to like to attend the specialised event and race for their health and fitness while female cyclists seem to find more enjoyable and family-friendly (children focused) cycling. The results also confirm the paradox that women are generally presented in more family oriented roles, while men are typically shown as more independent in the media. Managerial implications and future research are also presented.
format	article
author	Eunjung Kim Kijung Choi James Lappeman Jari Salo
author_facet	Eunjung Kim Kijung Choi James Lappeman Jari Salo
author_sort	Eunjung Kim
title	A Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective
title_short	A Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective
title_full	A Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective
title_fullStr	A Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective
title_full_unstemmed	A Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective
title_sort	content analysis of social media posts among recreational cyclists: a gender perspective
publisher	AfricaJournals
publishDate	2021
url	https://doi.org/10.46222/ajhtl.19770720-162 https://doaj.org/article/348406c53b5e4998a051f35e4d086a8d
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A Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective

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