Wanderlust without Wandering: Managing a Travel Blog during the COVID-19

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Published: Feb 11, 2021
DOI: https://doi.org/10.1590/1982-7849rac2021200243.en
Keywords:
digital entrepreneur, social media, tourism sector, brand positioning, teaching case

Main Article Content

Valéria Moreira de Pinho
Universidade do Porto, Instituto de Sociologia, Porto, Portugal.
https://orcid.org/0000-0002-3755-2779 orcid
Júlia Monteiro
Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil.
https://orcid.org/0000-0002-5794-5924 orcid
Juliana Binhote
University of Louisville, College of Business, Department of Entrepreneurship, Louisville, Kentucky, USA.
https://orcid.org/0000-0002-9071-7712 orcid

Abstract

This teaching case describes how Mary Teles, a digital entrepreneur and creator of Vida Mochileira travel blog, faced the crisis caused by COVID-19 in 2020 and how the preventive measures of closing borders and restricting locomotion and traveling during the pandemic represented a challenge to the continuity of a business that produces content for travelers. This real case was developed with primary and secondary sources of information and is recommended for application at Marketing, Services Marketing, and Digital Marketing disciplines in undergraduate or postgraduate courses of Business Administration and Hospitality and Tourism, allowing the discussion of the theoretical concept of positioning in the context of social media, in the tourism sector.



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Article Details

How to Cite
Pinho, V. M. de, Monteiro, J., & Binhote, J. (2021). Wanderlust without Wandering: Managing a Travel Blog during the COVID-19. Journal of Contemporary Administration, 25(Spe), e200243. https://doi.org/10.1590/1982-7849rac2021200243.en
Issue
Vol. 25 No. Spe (2021): Special Issue - 2021
Section
Cases for Teaching
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