Backpacking culture: digital nomads in Porto - a Selina case study

• Autor(a) principal: Barroso, Catarina Fernandes
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/17655
• topic: Backpacking culture; Digital nomadism; Creativity; Innovation; Cultura de mochila às costas; Criatividade; Nomadismo digital; Inovação; Gestão

This 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.