ICCA University Research Projects ICCA大学调研项目

51stICCACongressInternationalCongressandConventionAssociation.Twitter:#ICCA12Sessionsponsoredby:ICCAUniversityresearchprojectsMonday,22October2012InternationalCongressandConventionAssociation.Twitter:#ICCA12•MartinRobertson,SchoolofInternationalBusiness,VictoriaUniversity-Australia•LiseLyck,CentreDirector-CopenhagenBusinessSchool–Denmark•Prof.HelmutSchwägermann–HochschuleOsnabrueckUniversityofAppliedSciences–GermanySpeakersInternationalCongressandConventionAssociation.Twitter:#ICCA12•MartinRobertson-SchoolofInternationalBusiness,VictoriaUniversity-AustraliaAmbassadorProgrammesInvestigatingAmbassadorPrograms:MotivesforBiddingforInternationalMeetingsandEventsPresentedbyMartinRobertsonSchoolofInternationalBusinessVictoriaUniversity51stICCACongress20-24October2012SanJuan,PuertoRicoAcknowledgements•ResearchconductedwiththesupportofICCAWewishtothank:•KsenijaPolla,NoorAhmadHamidandMartinSirkatICCA•SuzanaBishop,MelbourneConventionExhibitionCentre•MikeCannonandDylanRedasNoel,SarawakConventionBureau•AbdullaYousufAbdulla,DubaiConventionBureauPresentationOverview•StudyBackground•LiteratureReview•ResearchAim•Method•Results•WheretoNext?StudyBackground•ICCAapproachedVUasamemberuniversitytoconductacooperativeresearchproject•Giventhelackofstudiesonambassadorprogramsandtherole‘ambassadors’playinbiddingforinternationalmeetingsandevents,itwasjointlydeterminedtoundertakeexploratoryresearchinthisareaLiteratureReview•Noacademicstudiesexistonambassadorprograms•Limitedstudiesonbiddingforeventsbyconventionandvisitorbureaus(Getz,2003)•Moreworkonbiddingformajor/megasportingevents,thoughstilllimited•ICCAhasproducedaguidetitledCongressAmbassadorProgrammesasa‘howto’booklet•LimitedotherintelligencerelatedtothetopicResearchAimToidentifythemotivesofambassadorsinbecomingactivebiddersforinternationalassociationmeetingsandconventionsMethod•OnlinesurveyadministeredinOctober2012•ThequestionnaireinstrumentwasrefinedwithfeedbackfromICCA•Threeprogramssurveyed–ClubMelbourne,Melbourne–SarawakConventionBureauAmbassadorsConferenceScholarshipProgram,Malaysia–AlSafeer,Dubai•Responserate:19%,54respondentstodate•Preliminary(topline)resultspresentedhereResultsDemographicProfileofRespondents•Gender–63%male;37%female•Education–vastmajorityofrespondents(89%)hadapostgraduatequalification•Workstatus–vastmajority(78%)employedfull-timeResults•AgeResultsMembershipProfileofRespondents•Evenmixofrespondentsacrossallprograms,althoughrelativetototalambassadornumbersperprogram,Malaysianrespondentsareover-representedinthereturnedsample•Themajorityofrespondents(51%)hadbeenmembersoftheirprogramforlessthan2years;37%membersfor2-5yearsResultsThemajority(67%)hadattendedoneevent/functionormorehostedbytheirprogramin2011ResultsAmbassadorsactivelyattendinternationalmeetingsandevents(32%attended7ormore)ResultsThemajorityofambassadors(61%)wereactivelybiddingforinternationalmeetingsandeventsResults•Respondentswhohadbeeninvolvedinbiddingforaninternationalmeeting/eventinthepast2years,wereasked,inreferencetotheirmostrecentbid,whetherornotitwassuccessful.–77%-Yes–23%-No•Theserespondentswerethenaskedusinga7-pointscaletheirreasonsforparticipatinginthebid(1=Notatallimportant;7=Extremelyimportant)ResultsRank Reason (Measured on 7-point scale) Mean (n= 30) Standard deviation 1 Professional body support 5.60 1.65 2 Prestige or recognition for your professional body 5.60 1.91 3 Prestige or recognition for your country, region or city 5.40 1.79 4 Economic benefits for your country, region, city or professional body 5.00 1.89 5 Increased personal or professional profile 4.73 1.98 6 A prior indication of a high probability of success by the award body 4.47 1.68 7 Government directive/support 4.47 2.01 8 Personal encouragement by key stakeholders 4.40 2.11 9 Prestige or recognition for your employer 4.37 2.04 10 Corporate support 4.17 2.00 11 Career benefits 4.03 2.09 12 Potential media coverage 3.90 2.22 13 Social or other benefits 3.67 1.99 Results•Regardlessofpastbiddingactivity,allrespondentswereaskedona7-pointscale(1=Notatallimportant;7=Extremelyimportant),whatfactorstheyconsideredimportantwhenbiddingforaninternationalmeeting/event•Theywerealsoaskedabouttheirfuturebiddingintentionsonagraphicratingscale(1=Extremelyunlikely;100=Extremelylikely)ResultsRank Reason (Measured on 7-point scale) N Mean Standard deviation 1 Your professional networks 46 6.02 1.24 2 Resources available to make a bid 45 5.78 1.40 3 Support from the local meetings industry 46 5.76 1.43 4 Likely reputational benefits in your field from hosting the event 46 5.74 1.45 5 Profile of the event 45 5.67 1.38 6 Likelihood of bid success 44 5.25 1.54 7 Your personal networks 45 5.22 1.68 8 Likely economic impact of the event 46 5.20 1.49 9 Available time 44 5.20 1.62 10 Cost of bidding 46 4.63 1.95 11 Complexity of bid requirements 45 4.51 1.87 12 Your role in the event of a successful bid 46 4.48 1.85 13 Your level of influence over the event if the bid is successful 46 4.48 1.96 14 Risk of not hosting the event successfully 45 3