1. © 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. 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. © Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 2 The Tourism Event Marketing Arena

3. © 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.

4. © 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

5. © 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

6. © Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 6 Days of Event Visits 1999

7. © 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 Experiences 5,4% 5,7% 30,1% Museums Castles & Palaces Cable Cars & Mountain Touring Yachting Tours, Historical Train Tours tr = 247854

8. © Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 8 Number of Events Visited 1999 48454138343128252219161310741 % 8 6 4 2 0 N = 25541

9. © 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

10. © Dr. Gerhard A. WührerInternational Sunbelt Social Network Conference, Vancouver, British Columbia, 13th - 16th April 2000, Nr. 10 Summary - or THEORETICAL IMPLICATIONS MANAGERIAL IMPLICATIONS CONCLUSIONS Summary - or “tractable, when seen as a network - or a hybrid network analysis?” THEORETICAL IMPLICATIONS MANAGERIAL IMPLICATIONS CONCLUSIONS