We04  New research results from ICCA member universities - leonie lockstone
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

We04 New research results from ICCA member universities - leonie lockstone

  • 581 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
581
On Slideshare
581
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
21
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 52nd ICCA Congress Developing a standard instrument to assess intangible event outcomes from the Ambassador perspective Dr Leonie Lockstone-Binney Mr Martin Robertson Dr Paul A Whitelaw VICTORIA UNIVERSITY International Congress and Convention Association . Twitter: #ICCA13
  • 2. Intangible Outcomes of Business Events • To date delegate economic spend has dominated studies of the value of business events • There have been calls to move beyond ‘beyond tourism benefits’ (Jago & Deery, 2010) and to measure the broader benefits of business events • Limited research on broader, intangible benefits, (and mostly in the form of case studies) (Jago, Deery & Ortisi, 2011; Foley, Schlenker, Edwards & Hayllar, 2011; Foley, Schlenker, Edwards & Lewis-Smith, 2013) • Challenges? Intangibles are difficult to measure and often require long timeframes to realise (Jago & Deery, 2010) International Congress and Convention Association . Twitter: #ICCA13
  • 3. Intangible Outcomes of Business Events What are the intangibles? •Innovation, investment, knowledge transfer, research and business development (Joint Meetings Industry Council, 2011) •Knowledge expansion, networks, relationships and collaboration; educational outcomes, fundraising and future research capacity, raising awareness, showcasing destination reputation (Foley et al., 2013) •Innovation, improved organisation performance, personal development, increased productivity, increased sales, new skills and knowledge and awareness (Jago & Deery, 2010) International Congress and Convention Association . Twitter: #ICCA13
  • 4. Genesis of this project Using ICCA seed funding in 2012, we (Victoria University) conducted research examining the motives of Ambassadors in bidding for international association events. The findings revealed: – 66% of Ambassadors surveyed had participated in at least one bid in the last 2 years – 76% of these bids were successful – Their top 3 motives for bidding were: • Prestige or recognition for your professional body • Professional body support • Prestige or recognition for your country, region or city (Lockstone-Binney, Whitelaw, Robertson, Junek & Michaels, 2013) International Congress and Convention Association . Twitter: #ICCA13
  • 5. Genesis of this project • Given the professional approach of Ambassadors towards bidding demonstrated by the 2012 study, the research team considered Ambassadors might also be a valuable source to collect data on the intangible outcomes of the events they host • ICCA provided subsequent seed funding for a 2 year project to design a standard instrument for this purpose International Congress and Convention Association . Twitter: #ICCA13
  • 6. How this instrument will be developed? • Jago & Deery’s (2010) proposed outcomes of Association Conferences will broadly frame the instrument:         Income generator for non-profit organisations Development of industry positions and policy Media profile of key community-key issues Knowledge dissemination within sectors Release of new research Collaboration between items Community outreach programs New members • Multiple items to assess each outcome will initially be sourced from the appropriate available literature International Congress and Convention Association . Twitter: #ICCA13
  • 7. How this instrument will be developed?  Initial feedback collected on draft items (ICCA Congress 2013)  Expert panel to finalise draft questionnaire (November 2013)  Pilot test (December 2013)  Survey administration (Jan-September 2014)  Online administration  Central database managed by Victoria University  Report on project findings (ICCA Congress 2014) International Congress and Convention Association . Twitter: #ICCA13
  • 8. How the instrument will be used in practice? • As part of a post-event reporting template Ambassadors complete for their host Convention Bureau/Destination Marketing Organisation • Most items should not require additional primary data collection (rather collation of existing data), although some items may need to be integrated into delegate surveys (e.g., number of business cards collected) • At the conclusion of the 2 year project, the online survey platform (and database) will be transferred to ICCA for ongoing use and management International Congress and Convention Association . Twitter: #ICCA13
  • 9. Limitations of the planned approach • Only top-line quantitative data in the immediate post-event period will be captured – this is not a longitudinal approach • The rich insights that case studies provide will not be captured by this study • Over time, however, analysis of the database generated by this study will be able to quantity the scale of a number of outcomes associated with a range of international association meetings and events International Congress and Convention Association . Twitter: #ICCA13
  • 10. Any Questions? References Foley, C., Schlenker, K., Edwards, D., & Hayllar, B. (2011). A scoping study of business events: Beyond Tourism Benefits, prepared for Business Events Study. Foley, C., Schlenker, K., Edwards, D., & Lewis-Smith, L. (2013). Determining business event legacies beyond the tourism spend: An Australian case study approach. Event Management, 17 (3), 311-322. Jago, L., & Deery, M. (2010). Delivering innovation, knowledge and performance: The role of business events, prepared for the Business Events Council of Australia. Jago, L., Deery, M., & Ortisi, N. (2011). The holistic value of business events, prepared for the Melbourne Convention + Visitors Bureau. Joint Meetings Industry Council. (2011). JMIC Conference addresses industry value proposition. Downloaded from jmic@themeetingsindustry.org Lockstone-Binney, L., Whitelaw, P., Robertson, M., Junek, O., & Michaels, I. (2013). The motives for ambassadors bidding for international meetings and events. Event Management 17 (4) (forthcoming). • • • • • • International Congress and Convention Association . Twitter: #ICCA13