Motivações para a prática desportiva: uma análise comparativa entre a Geração Z e a Geração Millennial em Espanha e na Colômbia
DOI:
https://doi.org/10.47197/retos.v80.118616Palavras-chave:
Geração Z, Millennials, prática desportiva, motivação desportiva, marketing desportivoResumo
Introdução: Dado que o desporto é uma actividade multifacetada que influencia tanto o bem-estar físico e mental dos indivíduos como a saúde pública e o desenvolvimento económico, é essencial analisar se existem diferenças intergeracionais nas motivações para a sua prática.
Objectivo: Compreender se existem diferenças na motivação desportiva entre as gerações Z e Millennials, de forma a identificar padrões que possam melhorar o desenvolvimento de programas e comunicações direccionados para estes grupos.
Metodologia: Foi utilizada uma análise quantitativa, baseada em escalas derivadas da literatura e validadas através do alfa de Cronbach e da análise de componentes principais, para conduzir um estudo comparativo com 910 estudantes universitários dos 18 aos 32 anos de Espanha e da Colômbia, com o objetivo de identificar semelhanças e diferenças na sua relação com o treino físico.
Resultados: Foram detetadas diferenças na participação desportiva e nos fatores motivacionais: os Millennials tendem a priorizar o aperfeiçoamento pessoal e o alívio do stress, enquanto a Geração Z prioriza a saúde física.
Conclusões: Este estudo abre caminho para a personalização do design de programas e produtos desportivos destinados aos jovens, bem como para a melhoria da comunicação, de modo a melhor alinhá-la com os seus aspetos motivacionais mais relevantes e, assim, torná-la mais eficaz.
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Direitos de Autor (c) 2026 Francisco-Javier Arroyo-Cañada, Fátima Vila-Márquez, Javier Sánchez-Torres, Ana-María Argila-Irurita
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