Exploring the Impact of the COVID-19 Pandemic on Youth Sport and Physical Activity Participation Trends

Georgia Teare and Marijke Taks
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Georgia Teare: School of Human Kinetics, University of Ottawa, Ottawa, ON K1N 6N5, Canada
Marijke Taks: School of Human Kinetics, University of Ottawa, Ottawa, ON K1N 6N5, Canada

Sustainability, 2021, vol. 13, issue 4, 1-15

Abstract: The COVID-19 pandemic offers youth sport organizations the opportunity to anticipate consumer behaviour trends and proactively improve their program offerings for more satisfying experiences for consumers post-pandemic. This conceptual paper explores potential impacts of the COVID-19 pandemic on changing youth sport and physical activity preferences and trends to inform sport and physical activity providers. Drawing from social ecology theory, assumptions for future trends for youth sport and physical activity are presented. Three trends for youth sport and physical activity as a result of the COVID-19 pandemic are predicted: (1) youths’ preferences from organized to non-organized contexts become amplified; (2) reasons for participating in sport or any physical activity shift for youth as well as parents/guardians; (3) consumers reconceptualize value expectations from youth sport and physical activity organizations. The proposed assumptions need to be tested in future research. It is anticipated that sport organizations can respond to changing trends and preferences by innovating in three areas: (1) programming, (2) marketing, and (3) resource management.

Keywords: coronavirus; community sport; organized sport; non-organized sport; social ecology theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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