Backpacking culture: digital nomads in Porto - brief approach to Selina case study

• Autor(a) principal: Barroso, Catarina Fernandes
• Data de Publicação: 2020
• Outros Autores: Moreira Silva, Manuel
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/17972
• topic: Organizational culture; Backpacking culture; Cowork; Cultura de mochila às costas; Trabalho colaborativo; Transformação digital; Cultura organizacional; Nomadismo digital

As 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.