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

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dc.contributor.author Kim, Eunjung
dc.contributor.author Choi, Kijung
dc.contributor.author Lappeman, James
dc.contributor.author Salo, Jari
dc.date.accessioned 2021-12-20T12:51:03Z
dc.date.available 2021-12-20T12:51:03Z
dc.date.issued 2021-08
dc.identifier.citation 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
dc.identifier.other PURE: 170980577
dc.identifier.other PURE UUID: 1e7551aa-f6f1-4b14-ab71-3dbb356675e0
dc.identifier.other Scopus: 85120061636
dc.identifier.other ORCID: /0000-0002-4661-2307/work/105286625
dc.identifier.uri http://hdl.handle.net/10138/337832
dc.description Publisher Copyright: © 2020. AJHTL/Author(s).
dc.description.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. en
dc.format.extent 8
dc.language.iso eng
dc.relation.ispartof African journal of hospitality, tourism and leisure
dc.rights cc_by_nc_nd
dc.rights.uri info:eu-repo/semantics/openAccess
dc.subject content analysis
dc.subject gender differences
dc.subject Recreational cycling
dc.subject social media
dc.subject South Africa
dc.subject 512 Business and Management
dc.subject 518 Media and communications
dc.title A Content Analysis of Social Media Posts among Recreational Cyclists : A Gender Perspective en
dc.type Article
dc.contributor.organization Department of Economics and Management
dc.contributor.organization Marketing
dc.description.reviewstatus Peer reviewed
dc.relation.doi https://doi.org/10.46222/ajhtl.19770720-162
dc.rights.accesslevel openAccess
dc.type.version publishedVersion

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