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

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Kim , E , Choi , K , Lappeman , J & Salo , J 2021 , ' A Content Analysis of Social Media Posts among Recreational Cyclists : A Gender Perspective ' , African journal of hospitality, tourism and leisure , vol. 10 , no. 4 , pp. 1275-1282 . https://doi.org/10.46222/ajhtl.19770720-162

Title: A Content Analysis of Social Media Posts among Recreational Cyclists : A Gender Perspective
Author: Kim, Eunjung; Choi, Kijung; Lappeman, James; Salo, Jari
Contributor organization: Department of Economics and Management
Marketing
Date: 2021-08
Language: eng
Number of pages: 8
Belongs to series: African journal of hospitality, tourism and leisure
DOI: https://doi.org/10.46222/ajhtl.19770720-162
URI: http://hdl.handle.net/10138/337832
Abstract: 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.
Description: Publisher Copyright: © 2020. AJHTL/Author(s).
Subject: content analysis
gender differences
Recreational cycling
social media
South Africa
512 Business and Management
518 Media and communications
Peer reviewed: Yes
Rights: cc_by_nc_nd
Usage restriction: openAccess
Self-archived version: publishedVersion


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