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The purpose of the study was to create a development plan for film location tours arranged by On Location Tours in New York City. In this thesis the tours analyzed are film location tours based on the series Sex and the City and Gossip Girl. This theme was chosen because of the author’s passion towards films and New York City. On Location Tours was chosen because it is the largest film tour company in USA with its thousands of customers each day. This company also has individual tours based on both series in question. In the theoretical part terms around customer experience, customer satisfaction, special interest tourism and film tourism are explained. These are important terms from the point of view of this study and it is crucial to understand these before going into the analysis. A desk study was made by analyzing online reviews written in Tripadvisor about the film location tours based on Sex and the City and Gossip Girl. In the analysis both quantitative and qualitative research methods were used. The reviews in Tripadvisor turned out to be mainly positive but there were many minor problems pointed out like the tours not stopping at important places or the tours being too commercial. After analyzing the reviews a development plan was made. The aim of the development plan was to improve the tours by changing something that already exists and to add new parts to the tours. The development plan can be implemented by On Location Tours. Also the results can be used in further research when planning to create new or to improve already existing film location tours.
The wellness industry is witnessing rapid growth and its customers are constantly looking for new products and services to improve their physical and mental health. Finnish saunas are well-known around the world along with their health benefits. Many Finnish sauna providers are looking for new markets across the borders to escape the saturated Finnish sauna market. Finding a new market for innovative Finnish sauna/wellness products is the core theme of this thesis. The main objective of this thesis is to help the management of the case company, Zenestar, research a potential market. Zenestar commissioned four different theses to research potential markets to enter. The author chose the United States market. The US has become the center of the wellness industry as one of the top destinations for wellness tourists. The US is too big for single market research, therefore it must be divided into smaller segments such as a single state or city. The author has chosen New York City as the target market. The global market research aims to study the case company’s competitiveness in the potential market while considering factors such as the local competition, trade barriers, and the market environment. The framework of this thesis consists of a theoretical part and an empirical part. The relevant theories concerning the empirical part, global marketing research, are addressed in the theoretical part of this thesis. Also, an internal analysis of the case company is utilized to add value to the empirical section. The results of the research point out that there is a demand for products like Zenestar wellness space in international markets. This result was concluded with a competitor analysis that indicated the current market trends and demand for new products.