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.
Keywords:
digital entrepreneur; social media; tourism sector; brand positioning; teaching case
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Summary of the message on the post: what is coronavirus, symptoms, risk groups, how to prevent it. Source: Retrieved by authors from Vida Mochileira Instagram account (@vidamochileira) on May 07, 2020.
Content of Vida Mochileira blog thumbnails: links to information about what is Schengen space and how it works for Brazilians; costs and where to go on a family trip around Europe; safety and precautions on the use of BlaBlaCar; tips on how to enjoy three days in San Bernardo archipelago, Colombia; what is Worldpackers, how it works and the value of it. Source: Retrieved by authors from Vida Mochileira blog (https://vidamochileira.com.br) on July 13, 2020.
Extract from the post: “Some people ask me: What does your husband think about you enjoying the Carnival alone? Does your husband know you’re wearing only a bikini? Does your husband let you go out like that with your breasts sticking out just with a patch? When Mark met me, he knew me like this: Free, light, and loose! He met me traveling, making friends easily with anyone, he met me independent, owner of my own self and passionate about life! That’s me with or without a husband!”Source: Retrieved by authors from Vida Mochileira Instagram account (@vidamochileira) on July 11, 2020.
Extract from the post: “Since the first day of Carnival a lot of people unfollowed me, and not only that, my post with a sticker on my nipple was deleted because of a complaint and the post about women’s rights was the one that made even more people stop following me. I understand that everyone has its own world view and baggage to deal with the difference, but I got very thoughtful about those people that left me: I really would like to know their motives to open a healthy dialogue about diversity and tolerance and also to put myself always in a position of learning!”Source: Retrieved by authors from Vida Mochileira Instagram account (@vidamochileira) on July 07, 2020.
