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

Recreational cyclists are pertinent but rarely studied leisure and tourism segment. cycling has traditionally been considered as a ‘masculine stereotyped’ sport. The purpose of the research is to better understand gendered consumer view recreational possibly promote women men in countries like South Africa with keen interests form sport tourism. This employs content analysis social media posts on Facebook, Instagram Twitter method. Specifically, nature focused upon. In total, 2,504 from 1,598 unique authors analysed. As result, this shows that African context male tend attend specialised event race for their health fitness while female seem find more enjoyable family-friendly (children focused) cycling. results also confirm paradox generally presented family oriented roles, typically shown independent media. Managerial implications future presented.