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Gerhard A. Wührer Christian Broser Department of Marketing

“ Tourists in Large Scale Event Marketing Networks - The Case of the Salzburg Summer Joker ” or “tractable, when seen as a network”. Gerhard A. Wührer Christian Broser Department of Marketing Faculty of Social Sciences, Economics, and Business Johannes Kepler University Linz (Austria)

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Gerhard A. Wührer Christian Broser Department of Marketing

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  1. “Tourists in Large Scale Event Marketing Networks - The Case of the Salzburg Summer Joker”or “tractable, when seen as a network” Gerhard A. Wührer Christian Broser Department of Marketing Faculty of Social Sciences, Economics, and Business Johannes Kepler University Linz (Austria) Altenberger Str. 69 A-4040 Linz Phone: ++43 732 2468 9401 Fax: ++43 732 2468 9404 email: wuehrer@market.uni-linz.ac.at

  2. The Tourism Event Marketing Arena

  3. The Salzburg Summer Joker • All inclusive card for the Province of Salzburg • Price (2000): • Adults ATS 550.-- • Children ATS 275,--, 3rd child and more free • Entry to more than 180 attractive tourist sites in City and Province of Salzburg (148 analyzed here) • Distribution via tourist agencies, hotels, banks etc. • Valid: midst May - end of October, 16 days max.

  4. Study Design • Target Group: Tourists as card holders “Summer Joker” in the Province of Salzburg during summer season 1999 • Population size: N = 25541 • Data collection technique: Digital recording by electronic card system • Data collected: • Number of events (m = 148), • Number of movements in network (tr = 247854) • Arrival time at event, • Type of events motives, (r = 10) • Type of card, (s = 3) • Identity number of card, but no demographic data • Number of events visited

  5. Descriptive Statistical Parameters • Distribution of visits • Motives of visits • Number of visits • Structures of visitors

  6. 4 % 3 2 1 0 10-MAY-1999 07-JUN-1999 05-JUL-1999 02-AUG-1999 30-AUG-1999 27-SEP-1999 24-MAY-1999 21-JUN-1999 19-JUL-1999 16-AUG-1999 13-SEP-1999 15-OCT-1999 Days of Event Visits 1999

  7. Motives for Visits Game Preserves & Adventure Parks Yachting Tours, Historical Train Tours 3,4% Sports & Fun 4,0% 10,7% Cable Cars & Mountain Touring 30,1% Lakes & Bathing Resorts 21,2% Exhibition Salt Mine Castles & Palaces 2,9% 5,7% Panorama Touring by Car Museums 3,2% 5,4% Nature Experiences tr = 247854 13,4%

  8. Number of Events Visited 1999 10 % 8 6 4 2 N = 25541 0 1 4 7 10 13 16 19 22 25 28 31 34 38 41 45 48

  9. Structure of Visitors 1999 Children 28,68 Free tickets 2,61 Adults 68,71 N = 25541

  10. Summary - or “tractable, when seen as a network - or a hybrid network analysis?” THEORETICAL IMPLICATIONS MANAGERIAL IMPLICATIONS CONCLUSIONS

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