Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria Original Title: Wirtschaftliche Wirkungen und Zufriedenheit der UEFA EURO 2008 TM Besucher in Austria May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria Holger Preuss Hubert J. Siller Marc Stickdorn Norbert Schütte Anita Zehrer

Agenda Research Aims & Design Socio-demographic Data Economic Impact Analysis Satisfaction & Image Analysis Conclusion May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

Research Aims & Design

Socio-demographic Data

Economic Impact Analysis

Satisfaction & Image Analysis

Conclusion

1.1 Research Aims Economic Impact Analysis: How big is the proportion of the economical relevant visitor types? How do the consumption patterns of the UEFA EURO 2008 TM visitors (both Austrians and foreign guests) look like? Which economic impact (GDP, employment and taxes) causes the UEFA EURO 2008 TM in Austria and each respective region? Satisfaction & Image Analysis: How satisfied are UEFA EURO 2008 TM visitors with the event and its provided services? Which are the key success factors for this event? How important are single factors for the overall satisfaction? How do visitors appraise the atmosphere of this mega sport event? What is the image of each respective host city and the UEFA EURO 2008 TM in general? Johannes Gutenberg-University Mainz (Institut of Sports Science) Management Center Innsbruck (MCI Tourism) May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

Economic Impact Analysis:

How big is the proportion of the economical relevant visitor types?

How do the consumption patterns of the UEFA EURO 2008 TM visitors (both Austrians and foreign guests) look like?

Which economic impact (GDP, employment and taxes) causes the UEFA EURO 2008 TM in Austria and each respective region?

Satisfaction & Image Analysis:

How satisfied are UEFA EURO 2008 TM visitors with the event and its provided services?

Which are the key success factors for this event?

How important are single factors for the overall satisfaction?

How do visitors appraise the atmosphere of this mega sport event?

What is the image of each respective host city and the UEFA EURO 2008 TM in general?

FACT BOX Quantitative analysis (questionnaire) Stadia periphery and fan zones 30 interviewers Questionnaire in 10 languages: German, English, French, Greek, Italy, Croatian, Polish, Russian, Spanish, Turkish Sample size: n=8093 questionnaires Scheduled minimum sample size: n=6000 questionnaires 1.2 Research Design May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

FACT BOX

Quantitative analysis (questionnaire)

Stadia periphery and fan zones

30 interviewers

Questionnaire in 10 languages:

German, English, French, Greek, Italy, Croatian, Polish, Russian, Spanish, Turkish

Sample size: n=8093 questionnaires

Scheduled minimum sample size: n=6000 questionnaires

2.1 Socio-demographic Data: Education May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

2.2 Socio-demographic Data: Age May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

2.3 Socio-demographic Data: Quotes of Austrian spectators  Increasing response of Austrian spectators in the fan zones (Vienna) May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

2.4 Socio-demographic Data: Gender  Fan zones in particular were also appealing for female spectators May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

 Fan zones in particular were also appealing for female spectators

3. Economic Impact Analysis Economic Impact Analysis : How big is the proportion of the economical relevant visitor types? How are the consumption patterns of the UEFA EURO 2008 TM visitors (both Austrians and foreign guests)? Which economic impact (GDP, employment and taxes) causes the UEFA EURO 2008 TM in Austria and each respective region? Satisfaction & Image Analysis: How satisfied are UEFA EURO 2008 TM visitors with the event and ist provided services? Which are the key success factors for this event? How important are single factors for the overall satisfaction? How do visitors appraise the atmosphere of this mega sport event? What is the image of each respective host city and the UEFA EURO 2008 TM in general? May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria Johannes Gutenberg-University Mainz (Institut of Sports Science) Management Center Innsbruck (MCI Tourism)

Economic Impact Analysis :

How big is the proportion of the economical relevant visitor types?

How are the consumption patterns of the UEFA EURO 2008 TM visitors (both Austrians and foreign guests)?

Which economic impact (GDP, employment and taxes) causes the UEFA EURO 2008 TM in Austria and each respective region?

Satisfaction & Image Analysis:

How satisfied are UEFA EURO 2008 TM visitors with the event and ist provided services?

Which are the key success factors for this event?

How important are single factors for the overall satisfaction?

How do visitors appraise the atmosphere of this mega sport event?

What is the image of each respective host city and the UEFA EURO 2008 TM in general?

3.1 economic impact analysis The economic impact of the event visitors (Euro 2008 /Austria) Economic impact analysis? only quantitative only the money all the money that comes or stays in a economy as a result of the event conservative approach: in doubt underestimate  Result is a bottom line May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

The economic impact of the event visitors (Euro 2008 /Austria)

Economic impact analysis?

only quantitative

only the money

all the money that comes or stays in a economy as a result of the event

conservative approach: in doubt underestimate  Result is a bottom line

3.2 Stadia & fan zone visitors FACT BOX 222,300 persons bought 456,700 available tickets. These 222,300 stadia visitors were accompanied by 50.600 guests who visited neither stadia nor fan zones. Fan zones registered 1.9 million visits (out of these 1.26 million visits of persons without tickets). These accumulates to 415,200 persons, accompanied by 247,400 persons to the Austrian host cities. The fan zones enabled 2.4times more persons to watch the UEFA EURO 2008 TM matches than inside the stadia. May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

FACT BOX

222,300 persons bought 456,700 available tickets.

These 222,300 stadia visitors were accompanied by 50.600 guests who visited neither stadia nor fan zones.

Fan zones registered 1.9 million visits (out of these 1.26 million visits of persons without tickets). These accumulates to 415,200 persons, accompanied by 247,400 persons to the Austrian host cities.

The fan zones enabled 2.4times more persons to watch the UEFA EURO 2008 TM matches than inside the stadia.

3.3 Economic relevant visitors May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria „ Prolonger“ B „ EURO-Tourist“ A „ Rebooker“ D „ Runaways“ H I „ inhabitants“ „ Home Stayer“ C „ Timeswitcher“ F „ Casuals“ E G2 G1 = „Time Switcher“ | G2 = „Total Avoider“ „ Avoider“ G1

3.3 Economic relevant visitors G1 = „Time Switcher“ | G2 = „Total Avoider“ „ Runaways“ „ Rebooker“ „ Prolonger“ „ EURO-Tourist“ „ Home Stayer“ „ Avoider“ „ Casuals“ „ Timeswitcher“ „ Avoider“ ? % Inhabitants 27,0% only stadia visitors May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria „ Inländer“ B A D H C F E G2 G1 5,0% + 37,0% 23,1% 2,0% 5,9% ? % ? %

3.4 Value structure: Consumption pattern of relevant visitors Included categories of consumption: Accommodation | Football merchandise | Transportation | Admission (only for „Austria“) | Shopping | Food | Soft drinks | Alcoholic Drinks | Others Differentiated examination of … 1. Day-trip| Overnight-stay (Foreigners/Stadium: 20% day-trip tourists | 36% overnight-stayers) 2. Origin (11 Nations) 3. Stadium | Fan zone 4. Intention of the visit (Casuals | EURO-Tourist | …)  More than 120 different consumption patterns! Aggregated weighted average expenditure/Day for EURO-Tourists: (no relevance for further computing) Overnight stayers remained on average 6.0 days (Stadia) and 6.2 days (fan zones) Example Day-tourist | German| Fanzone | Casual = 79.8 Euro Overnight | Swede | Stadium | EURO-Tourist = 262.4 Euro May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

3.5 Economic impact of the UEFA EURO 2008TM in Austria and Austria‘s host provinces !!! Basis for this calculation are solely the expenditures of the visitors !!! Austria EURO host provinces other provinces 287 Mio. = 262.8 Mio. Euro + 24.6 Mio. Euro May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

Carinthia Salzburg Tirol Vienna Austria 3.5 Economic impact of the UEFA EURO 2008TM in Austria and Austria‘s host provinces Computet by: Austrian Institute of Economic Research , Vienna May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria Direct impact in million Euro at 2008 price level 32,9 25,9 51,7 126,8 287.4 Gross value added in million Euro at 2008 price level 33 28 46 139 419 Gross value added multiplier (GVA / Direct impact) 1.4 Employment in man-years 530 450 740 1980 6,220 Employment-multiplier – Persons per million Euro 22 Tax revenue in million Euro at 2008 price level 145

3.5 Economic impact of the UEFA EURO 2008TM in Austria and Austria‘s host provinces FACT BOX Fan zones were profitable, particularly in Tirol und Vienna. All provinces in Austria benefited from the UEFA EURO 2008 TM . Region‘s success depends highly on the quantity of matches and participating nations. May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

FACT BOX

Fan zones were profitable, particularly in Tirol und Vienna.

All provinces in Austria benefited from the UEFA EURO 2008 TM .

Region‘s success depends highly on the quantity of matches and participating nations.

4. Satisfaction & Image Analysis Economic Impact Analysis: How is the proportion of the economical relevant visitor types? How are the consumption patterns of the UEFA EURO 2008 TM visitors (both Austrians and foreign guests)? Which economic impact (GDP, employment and taxes) causes the UEFA EURO 2008 TM in Austria and each respective region? Satisfaction & Image Analysis: How satisfied are UEFA EURO 2008 TM visitors with the event and the provided services Which are the key success factors for this event? How important are single factors for the overall satisfaction? How do visitors appraise the atmosphere of this mega sport event? What is the image of each respective host city and the UEFA EURO 2008 TM in general? May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria Johannes Gutenberg-University Mainz (Institut of Sports Science) Management Center Innsbruck (MCI Tourism)

Economic Impact Analysis:

How is the proportion of the economical relevant visitor types?

How are the consumption patterns of the UEFA EURO 2008 TM visitors (both Austrians and foreign guests)?

Which economic impact (GDP, employment and taxes) causes the UEFA EURO 2008 TM in Austria and each respective region?

Satisfaction & Image Analysis:

How satisfied are UEFA EURO 2008 TM visitors with the event and the provided services

Which are the key success factors for this event?

How important are single factors for the overall satisfaction?

How do visitors appraise the atmosphere of this mega sport event?

What is the image of each respective host city and the UEFA EURO 2008 TM in general?

4.1 Theory: Visitor satisfaction with the UEFA EURO 2008 TM in Austria „ Visitor‘s satisfaction“ with the UEFA EURO 2008 TM in Austria results from a comparison of the visitor‘s expectations (before the event) with the visitor‘s experiences (during the event) . Expectations = Experiences  SATISFACTION Expectations < Experiences  ENTHUSIASM Expectations > Experiences  DISSATISFACTION EXPECTATIONS EXPERIENCES May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

„ Visitor‘s satisfaction“ with the UEFA EURO 2008 TM in Austria results from

a comparison of the visitor‘s expectations (before the event) with the

visitor‘s experiences (during the event) .

Expectations = Experiences  SATISFACTION

Expectations < Experiences  ENTHUSIASM

Expectations > Experiences  DISSATISFACTION

4.2 Overall event satisfaction May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

4.3 Visitor‘s satisfaction in stadia and fan zones Top ratings for Vienna (stadium) and Innsbruck (fan zones) May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

4.4 Satisfaction with selected factors regarding UEFA EURO 2008 TM May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria TOP HIGH AVERAGE

4.5 Effects of particular moderating variables Weather not essential for overall satisfaction May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

4.6 Host City Image UEFA EURO 2008 TM - Austria May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria Trend-setting Exclusive Exciting Young Unique Interesting Cheap Traditional Ordinary Boring Old Interchangeable Uninteresting Expensive

4.7 Potential effects on tourism May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

5. CONCLUSIONS FACT BOX Fan zones in particular were appealing for a broader audience. The UEFA EURO 2008 TM produced 415.2 million Euro gross value creation and 6,220 man-year work. All provinces (regions) of Austria benefited from the UEFA EURO 2008 TM . 81% of all UEFA EURO 2008 TM spectators in Austria were satisfied or even very satisfied. The hospitality in Austria was the key success factor. May 2009 Visitors’ Economic Impact, Satisfaction and Image Analysis of the UEFA EURO 2008 TM in Austria

FACT BOX

Fan zones in particular were appealing for a broader audience.

The UEFA EURO 2008 TM produced 415.2 million Euro gross value creation and 6,220 man-year work.

All provinces (regions) of Austria benefited from the UEFA EURO 2008 TM .

81% of all UEFA EURO 2008 TM spectators in Austria were satisfied or even very satisfied.

The hospitality in Austria was the key success factor.