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

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Listed:
  • Valéria Moreira de Pinho
  • Júlia Monteiro
  • Juliana Binhote

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.

Suggested Citation

  • Valéria Moreira de Pinho & Júlia Monteiro & Juliana Binhote, 2021. "Wanderlust without Wandering: Managing a Travel Blog during the COVID-19," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 25(Spe), pages 200243-2002.
    • Handle: RePEc:abg:anprac:v:25:y:2021:i:spe:1456
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    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1456
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    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1456/1596
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    References listed on IDEAS

    as
    1. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
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    Cited by:

    1. Víctor Hugo Fernández-Bedoya & Monica Elisa Meneses-La-Riva & Josefina Amanda Suyo-Vega & Johanna de Jesús Stephanie Gago-Chávez, 2023. "Entrepreneurship Research in Times of COVID-19: Experiences from South America," Sustainability, MDPI, vol. 15(7), pages 1-17, March.

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