Browsing by Author "Barroso, Catarina Fernandes"
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- Backpacking culture: digital nomads in Porto - a Selina case studyPublication . Barroso, Catarina Fernandes; Silva, Manuel Fernando Moreira daThis report incorporates the curricular internship of the Master’s degree in Intercultural Studies for Business, from Porto Accounting and Business School. The internship was performed at Selina Porto, an international company originally from Panama. As globalization provides a more efficient path to mobility meanwhile facilitating the search for information, the urge to travel and seek new cultures became intense. People from around the world engaged in the act of traveling more deeply than what was known previously. The backpacker phenomenon evolved into a lifestyle, as being a tourist simply was not fulfilling for this new generation of travelers. This type of culture also leads to the transformation of organizational culture. As digital transformation takes over due to a market in need of change and innovation, the work regulation adapts itself to flexible schedules and remote work. In this specific case, the hotel chain Selina faced the need of adapting their business in order to respond to the new demand, assuming a new role. The purpose of this report is to present and analyze my internship at Selina, as an example of creativity and innovation in the hospitality business. This company targets backpackers and digital nomads, creating a market strategy suitable not only for them but locals as well, by enhancing national cultures. A study, based on qualitative research, was conducted by analyzing solo travelers’ reviews on Booking – a reservation platform –, in order to better perceive what attracts this particular cluster of travelers and the vision conveyed by the company. Features such as location, staff and environment are decidedly the most attractive. It is also proposed to depict in full detail the tasks and functions carried out throughout the internship, alluding to the evolution experienced, as well as the challenges and difficulties encountered due to Covid-19.
- Backpacking culture: digital nomads in Porto - brief approach to Selina case studyPublication . Barroso, Catarina Fernandes; Moreira Silva, ManuelAs globalization provided a more efficient path to mobility meanwhile facilitating the search for information, the urge to travel and seek new cultures became intense. People from around the world engaged in the act of traveling more deeply than what was known previously. The backpacker phenomenon evolved into a lifestyle, as being a tourist simply was not fulfilling for this new generation of travellers; an evolution of Cohen’s “drifters”. Backpacking culture has been growing exponentially over the years, becoming the answer for young, creative, and adventurous individuals to find freedom and life purpose. Consequently, as digital transformation takes over due to a market in need of change and innovation, the work regulation adapts itself to flexible schedules, remote work and begins to value change in organizational culture as a major factor inside each business. Moreover, as digital nomadism progresses, spreads a high concern from companies to extend their vision and include this profile as their workers. Through the creation of cowork spaces, the objective is to develop an environment of mutual help, embracing new connections and, above all, strengthen productivity. With this in mind, this article aims to briefly present and analyze a case study - Selina -, as an example of innovation and creativity in the hospitality business. This is a company that targets backpackers and digital nomads, creating a market strategy suitable not only for them but locals as well, by enhancing intercultural exchange. Our focus will be an approach to the creation and organization of Selina, the beliefs of its’ employees and values inside the firm, and how that internal culture is in consensus with that of the audience they wish to capture. Furthermore, following the same line of thinking and on a detail attempt, understanding how the company appropriates itself and encourages new behaviors (coworking) as a way to attract clients for its business.
- From backpacker to digital nomad-footpaths of a digital transformationPublication . Barroso, Catarina Fernandes; Moreira Silva, ManuelAs globalization provided a more efficient path to mobility meanwhile facilitating the search for information, the urge to travel and seek new cultures became intense. People from around the world engaged in the act of traveling more deeply than what was known previously. The backpacker phenomenon evolved into a lifestyle, as being a tourist simply was not fulfilling for this new generation of travelers; an evolution of Cohen’s “drifters”. Backpacking culture has been growing exponentially over the years, becoming the answer for young, creative, and adventurous individuals to find freedom and life purpose. Through the creation of cowork spaces, the objective is to develop an environment of mutual help, embracing new connections and, above all, strengthen productivity. This article aims at analyzing digital nomadism in the context of digital transformation and present a case study - Selina -, as an example of innovation and creativity from the hospitality business. Our focus will be an approach to the organizational culture of the company which appropriates itself and encourages new behaviors (coworking) as a way to attract digital nomads for its business.