Case two

This case presents an opportunity to advance the understanding of planning, developing and operating visitor attractions in emerging markets such as India. This case highlights at a high-level attractions industry outlook for India and strategic and operational issues of an attraction called Ramoji Film City (RFC) which hold the Guinness World Record of being the world’s largest film city. An emerging market such as India is complex and multi-layered with socio-cultural and economic issues. Immersive visitor experience design can be costly and making it viable through avenues of revenues can be carefully and creatively managed especially during and post crisis such as the recent COVID-19 Pandemic. This case presents a unique opportunity for students and practitioners with cross-functional linkages, impending potential concerns, and strategic insights that are shared among retail, food services, integrated branding, marketing and communications, revenue management, tourism development, park operations and guest services management. Keywords: Indian attractions, emerging markets, crisis management, customer experience management.