RESUMO
O caso descreve como Mary Teles, empreendedora digital e criadora do blog de viagem Vida Mochileira, enfrentou a crise causada pelo COVID-19 em 2020 e como as medidas preventivas de fechamento de fronteiras e restrição de locomoção e viagens durante a pandemia representaram um desafio para a continuidade de um negócio que produz conteúdos para viajantes. Este caso real foi desenvolvido com fontes primárias e secundárias e é recomendado para disciplinas de Marketing, Marketing de Serviços e Marketing Digital em cursos de graduação ou pós-graduação em Administração e Hotelaria e Turismo, e possibilita a discussão do conceito teórico de posicionamento no contexto das mídias sociais, no setor de turismo.
Palavras-chave:
empreendedorismo digital; redes sociais; turismo; posicionamento de marca; caso para ensino
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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.
