International Journal of Sport Management

Exploring Opportunities and Challenges of Virtual Sport Participation in Cycling

Craig A. Fulk, Calvin Nite

Abstract: This study sought to understand how the rise of virtual sport participation (VSP) impacts micro-level institutional practices and structures in sport by exploring the broad question: How have virtual innovations impacted the institutional structures and practices of cycling? Data were compiled from interviews with cyclists, social media, and popular cycling publications to examine how virtual cycling may be influencing certain taken-for-granted aspects of the sport. The results show that VSP may impact cyclists’ skill development, riding approaches, the sport environment, socialization practices, and accessibility. This study suggests virtual sport participation may lead to institutional shifts in how sport is practiced; how socialization occurs among sport participants; and how participation is structured. VSP may pose a challenge to institutional practices and structures within sport institutions. Virtual sport may supplement traditional sport participation and become a viable alternative to traditional sport.

Keywords: Institutionalization, virtual sport, institutional theory, cycling

Citation: Fulk, C. A., & Nite, C. (2022). Exploring opportunities and challenges of virtual sport participation in cycling. International Journal of Sport Management, 23(4), 266-291.

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