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Investigating Ambassador Programs:Motives for Bidding for International        Meetings and Events       Presented by Mart...
Acknowledgements• Research conducted with the support of ICCAWe wish to thank:• Ksenija Polla, Noor Ahmad Hamid and Martin...
Presentation Overview•   Study Background•   Literature Review•   Research Aim•   Method•   Results•   Where to Next?
Study Background• ICCA approached VU as a member university  to conduct a cooperative research project• Given the lack of ...
Literature Review• No academic studies exist on ambassador programs• Limited studies on bidding for events by convention  ...
Research Aim     To identify the motives of  ambassadors in becoming activebidders for international association     meeti...
Method• Online survey administered in October 2012• The questionnaire instrument was refined with  feedback from ICCA• Thr...
Results     Demographic Profile of Respondents• Gender – 63% male; 37% female• Education – vast majority of respondents  (...
Results• Age
Results      Membership Profile of Respondents• Even mix of respondents across all programs,  although relative to total a...
ResultsThe majority (67%) had attended one event/functionor more hosted by their program in 2011
ResultsAmbassadors actively attend international meetingsand events (32% attended 7 or more)
ResultsThe majority of ambassadors (61%) were activelybidding for international meetings and events
Results• Respondents who had been involved in bidding for  an international meeting/event in the past 2 years,  were asked...
ResultsRank                              Reason                             Mean     Standard                      (Measur...
Results• Regardless of past bidding activity, all  respondents were asked on a 7-point scale  (1 = Not at all important; 7...
ResultsRank                              Reason                             N    Mean   Standard                       (Me...
Results                              Reason                                N    Mean    Standard                  (Measure...
Results                             Reason                           N    Mean    Standard                 (Measured on sc...
Where to next?• Analysis of the data collected will continue (including  responses to a number of open-ended questions)• A...
Questions???                     Project team• School of International Business, Victoria University   –   Dr Leonie Locks...
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Investigating Ambassador Programs: Motives For Bidding For International Meetings and Events #ICCA12 MONDAY 22/10/2012

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Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.

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Investigating Ambassador Programs: Motives For Bidding For International Meetings and Events #ICCA12 MONDAY 22/10/2012

  1. 1. Investigating Ambassador Programs:Motives for Bidding for International Meetings and Events Presented by Martin Robertson School of International Business Victoria University 51st ICCA Congress 20-24 October 2012 San Juan, Puerto Rico
  2. 2. Acknowledgements• Research conducted with the support of ICCAWe wish to thank:• Ksenija Polla, Noor Ahmad Hamid and Martin Sirk at ICCA• Suzana Bishop, Melbourne Convention Exhibition Centre• Mike Cannon and Dylan Redas Noel, Sarawak Convention Bureau• Abdulla Yousuf Abdulla, Dubai Convention Bureau
  3. 3. Presentation Overview• Study Background• Literature Review• Research Aim• Method• Results• Where to Next?
  4. 4. Study Background• ICCA approached VU as a member university to conduct a cooperative research project• Given the lack of studies on ambassador programs and the role ‘ambassadors’ play in bidding for international meetings and events, it was jointly determined to undertake exploratory research in this area
  5. 5. Literature Review• No academic studies exist on ambassador programs• Limited studies on bidding for events by convention and visitor bureaus (Getz, 2003)• More work on bidding for major/mega sporting events, though still limited• ICCA has produced a guide titled Congress Ambassador Programmes as a ‘how to’ booklet• Limited other intelligence related to the topic
  6. 6. Research Aim To identify the motives of ambassadors in becoming activebidders for international association meetings and conventions
  7. 7. Method• Online survey administered in October 2012• The questionnaire instrument was refined with feedback from ICCA• Three programs surveyed – Club Melbourne, Melbourne – Sarawak Convention Bureau Ambassadors Conference Scholarship Program, Malaysia – Al Safeer, Dubai• Response rate: 19%, 54 respondents to date• Preliminary (topline) results presented here
  8. 8. Results Demographic Profile of Respondents• Gender – 63% male; 37% female• Education – vast majority of respondents (89%) had a postgraduate qualification• Work status – vast majority (78%) employed full-time
  9. 9. Results• Age
  10. 10. Results Membership Profile of Respondents• Even mix of respondents across all programs, although relative to total ambassador numbers per program, Malaysian respondents are over-represented in the returned sample• The majority of respondents (51%) had been members of their program for less than 2 years; 37% members for 2-5 years
  11. 11. ResultsThe majority (67%) had attended one event/functionor more hosted by their program in 2011
  12. 12. ResultsAmbassadors actively attend international meetingsand events (32% attended 7 or more)
  13. 13. ResultsThe majority of ambassadors (61%) were activelybidding for international meetings and events
  14. 14. Results• Respondents who had been involved in bidding for an international meeting/event in the past 2 years, were asked, in reference to their most recent bid, whether or not it was successful. – 77% - Yes – 23% - No• These respondents were then asked using a 7-point scale their reasons for participating in the bid (1 = Not at all important; 7 = Extremely important)
  15. 15. ResultsRank Reason Mean Standard (Measured on 7-point scale) (n= 30) deviation1 Professional body support 5.60 1.652 Prestige or recognition for your professional body 5.60 1.913 Prestige or recognition for your country, region or city 5.40 1.794 Economic benefits for your country, region, city or 5.00 1.89 professional body5 Increased personal or professional profile 4.73 1.986 A prior indication of a high probability of success by the 4.47 1.68 award body7 Government directive/support 4.47 2.018 Personal encouragement by key stakeholders 4.40 2.119 Prestige or recognition for your employer 4.37 2.0410 Corporate support 4.17 2.0011 Career benefits 4.03 2.0912 Potential media coverage 3.90 2.2213 Social or other benefits 3.67 1.99
  16. 16. Results• Regardless of past bidding activity, all respondents were asked on a 7-point scale (1 = Not at all important; 7 = Extremely important), what factors they considered important when bidding for an international meeting/event• They were also asked about their future bidding intentions on a graphic rating scale(1 = Extremely unlikely; 100 = Extremely likely)
  17. 17. ResultsRank Reason N Mean Standard (Measured on 7-point scale) deviation1 Your professional networks 46 6.02 1.242 Resources available to make a bid 45 5.78 1.403 Support from the local meetings industry 46 5.76 1.434 Likely reputational benefits in your field from hosting the 46 5.74 1.45 event5 Profile of the event 45 5.67 1.386 Likelihood of bid success 44 5.25 1.547 Your personal networks 45 5.22 1.688 Likely economic impact of the event 46 5.20 1.499 Available time 44 5.20 1.6210 Cost of bidding 46 4.63 1.9511 Complexity of bid requirements 45 4.51 1.8712 Your role in the event of a successful bid 46 4.48 1.8513 Your level of influence over the event if the bid is 46 4.48 1.96 successful14 Risk of not hosting the event successfully 45 3.80 2.0715 Risk of not bidding 45 2.84 1.76
  18. 18. Results Reason N Mean Standard (Measured on scale – 1 to 100) deviationI intend to bid for an international meeting/event in the next 12 51 63.71 28.94monthsBeyond the next 12 months, I intend to bid for an international 52 70.12 21.97meeting/event in the next 2-3 years • Finally, ambassadors were asked to rate their level of agreement (on a graphic rating scale 1 =Strongly disagree; 100 =Strongly agree) with a series of summary statements regarding the value of ambassador programs
  19. 19. Results Reason N Mean Standard (Measured on scale – 1 to 100) deviationMy membership of an ambassador program has assisted me in 54 68.61 25.63bidding for international meetings/eventsMy membership of an ambassador program has assisted me in 53 62.02 23.39winning bids for international meetings/eventsAmbassador programs have an important role to play in 54 78.15 17.76ensuring destinations attract international meetings/eventsThe results indicate strong support for the value ofambassador programs in securing internationalmeetings and events
  20. 20. Where to next?• Analysis of the data collected will continue (including responses to a number of open-ended questions)• A research report will be drafted for comment by ICCA (end of November)• The research team will publish the findings of the study in a journal article to address the lack of academic studies on ambassador programs• Now the online survey has been developed, potential to administer the survey to other ambassador programs to facilitate cross-program and cross-country comparisons
  21. 21. Questions??? Project team• School of International Business, Victoria University – Dr Leonie Lockstone-Binney – Dr Paul Whitelaw – Martin Robertson – Dr Rodney Con Foo – & Dr Ian Michael, Zayed University, Dubai• For project queries contact: leonie.lockstone@vu.edu.au
  22. 22. Our Event Knowledge in Location

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