Case nine

This case explores the challenges and opportunities involved in the internationalization of a theme park using Hopi Hari, one of Brazil’s largest theme parks, as an example. The central objective is to foster critical thinking about how theme parks can attract and engage international visitors while aligning diverse business units toward a cohesive strategy. Designed for bachelor’s and master’s students in business, hospitality, and tourism, the case provides contextual background on the Brazilian market and the park’s operations, enabling participants to analyze strategic decisions across marketing, operations, services, and external public affairs. This approach emphasizes cross-functional communication, problem-solving, and holistic decision-making. The case is adaptable to various instructional formats, including short in-class discussions with presentations, take-home group assignments, or extended multi-week projects focusing on individual business units. Role-playing is the primary teaching method, with students assigned to represent different departments, collaborate, and develop integrated solutions. By simulating real-world collaboration in a dynamic tourism setting, the case equips students with practical skills to address the complex interplay between local context and focus on tourism attraction management.