© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 1

““Tourists in Large Scale Event Marketing Networks - The Case of the Salzburg Summer

Joker””or

“tractable, when seen as a network”

Gerhard A. WührerGerhard A. Wührer

Christian BroserChristian Broser

Department of MarketingDepartment of Marketing

Faculty of Social Sciences, Economics, and BusinessFaculty of Social Sciences, Economics, and Business

Johannes Kepler University Linz (Austria)Johannes Kepler University Linz (Austria)Altenberger Str. 69Altenberger Str. 69

A-4040 LinzA-4040 Linz

Phone: ++43 732 2468 9401Phone: ++43 732 2468 9401

Fax: ++43 732 2468 9404Fax: ++43 732 2468 9404

email: wuehrer@market.uni-linz.ac.atemail: wuehrer@market.uni-linz.ac.at

© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 2

The Tourism Event Marketing Arena

© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 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.

© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 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

© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 5

Descriptive Statistical Parameters

Distribution of visits Motives of visits Number of visits Structures of visitors

© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 6

Days of Event Visits 1999

15-OCT-199927-SEP-1999

13-SEP-199930-AUG-1999

16-AUG-199902-AUG-1999

19-JUL-199905-JUL-1999

21-JUN-199907-JUN-1999

24-MAY-199910-MAY-1999

% 4

3

2

1

0

© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 7

Motives for Visits

4,0%3,4%

10,7%

21,2%

2,9%

3,2%

13,4%

Game Preserves & Adventure Parks

Sports & Fun

Lakes & Bathing Resorts

Exhibition Salt Mine

Panorama Touring by Car

Nature Experiences5,4%

5,7%

30,1%

Museums

Castles & Palaces

Cable Cars & MountainTouring

Yachting Tours, Historical Train Tours

tr = 247854

© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 8

Number of Events Visited 1999

48454138343128252219161310741

% 10

8

6

4

2

0N = 25541

© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 9

Structure of Visitors 1999

28,68

2,61

68,71

Children

Free tickets

Adults

N = 25541

© Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 10

Summary Summary - - or or “tractable, when seen as a network - or a

hybrid network analysis?”

THEORETICAL IMPLICATIONS THEORETICAL IMPLICATIONS

MANAGERIAL IMPLICATIONS MANAGERIAL IMPLICATIONS

CONCLUSIONS CONCLUSIONS