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Tourists in Large Scale Event Marketing
Networks - The Case of the Salzburg Summer
Jokeror 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 [phone]
• Fax [phone]
• email wuehrer_at_market.uni-linz.ac.at

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The Tourism Event Marketing Arena
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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.

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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

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Descriptive Statistical Parameters

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

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Days of Event Visits 1999
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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
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Number of Events Visited 1999
10

8
6
4
2
N 25541
0
48
45
41
38
34
31
28
25
22
19
16
13
10
7
4
1
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