1、ICCA University research projects Monday, 22 October 2012,Martin Robertson, School of International Business, Victoria University - Australia Lise Lyck, Centre Director - Copenhagen Business School Denmark Prof. Helmut Schwgermann Hochschule Osnabrueck University of Applied Sciences Germany,Speakers
2、,Martin Robertson - School of International Business, Victoria University - Australia,Ambassador Programmes,Investigating Ambassador Programs: Motives for Bidding for International Meetings and Events,Presented by Martin Robertson School of International Business Victoria University51st ICCA Congres
3、s 20-24 October 2012 San Juan, Puerto Rico,Acknowledgements,Research conducted with the support of ICCA We 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
4、Yousuf Abdulla, Dubai Convention Bureau,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 studies on ambassador programs and the ro
5、le ambassadors play in bidding for international meetings and events, it was jointly determined to undertake exploratory research in this area,Literature Review,No academic studies exist on ambassador programs Limited studies on bidding for events by convention and visitor bureaus (Getz, 2003) More
6、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,Research Aim,To identify the motives of ambassadors in becoming active bidders for international as
7、sociation meetings and conventions,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 Resp
8、onse rate: 19%, 54 respondents to date Preliminary (topline) results presented here,Results,Demographic Profile of RespondentsGender 63% male; 37% female Education vast majority of respondents (89%) had a postgraduate qualification Work status vast majority (78%) employed full-time,Results,Age,Resul
9、ts,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 sampleThe majority of respondents (51%) had been members of their program for less than 2 years; 37%
10、 members for 2-5 years,Results,The majority (67%) had attended one event/function or more hosted by their program in 2011,Results,Ambassadors actively attend international meetings and events (32% attended 7 or more),Results,The majority of ambassadors (61%) were actively bidding for international m
11、eetings and events,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 reason
12、s for participating in the bid(1 = Not at all important; 7 = Extremely important),Results,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 interna
13、tional meeting/event They were also asked about their future bidding intentions on a graphic rating scale (1 = Extremely unlikely; 100 = Extremely likely),Results,Results,Finally, ambassadors were asked to rate their level of agreement (on a graphic rating scale 1 =Strongly disagree; 100 =Strongly a
14、gree) with a series of summary statements regarding the value of ambassador programs,Results,The results indicate strong support for the value of ambassador programs in securing international meetings and events,Where to next?,Analysis of the data collected will continue (including responses to a nu
15、mber 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 ad
16、minister the survey to other ambassador programs to facilitate cross-program and cross-country comparisons,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,
17、Dubai For project queries contact: leonie.lockstonevu.edu.au,Our Event Knowledge in Location,Lise Lyck - Centre Director, Centre for Tourism and Culture Management - Copenhagen Business School,Sustainability in the meetings industry,Team effort: Prof. Helmut Schwgermann, Hochschule Osnabrck. Prof. L
18、an Xing, Shanghai Institute of Foreign Trade (SIFT)Dr. Ding Yi, SIFT,Chinas Outbound Meeting Business,Chinas Outbound Event Business- and how it will affect ICCA members,Interim Report of a joint Research-Project of Hochschule Osnabrck (HSOS) and Shanghai Institute of Foreign Trade (SIFT) San Juan,
19、22. October 2012,Who we are Meetings, MICE or Business Events? Aim and Methodology of the Research Project Analysis of potential Driving Factors for outbound Event Activities Competitiveness and Brands of Nations/Destinations Summary,What you will hear today,Since 1993, Hochschule Osnabrueck, Facult
20、y of Business Management & Social Sciences offers Event Management with a focus on Business Events.We are a Pioneer in Germany and the only German university, which has exported its EM-Programme,1. Who we are,International Event Management Shanghai (IEMS),Since 2004 we offer the Double-degree Bachel
21、or Programme International Event Management Shanghai (IEMS) We are the only Sino-Foreign Event Management Programme in China! as a joint venture between Hochschule Osnabrck and Shanghai Institute of Foreign Trade (SIFT) in Shanghai for Chinese students More than 350 Graduates so far 50 % of curricul
22、um by German lecturers http:/www.wiso.hs-osnabrueck.de/iems.html?&L=1, Prof. Helmut Schwgermann, FH Osnabrck,First Graduation Ceremony 2008,Exchange Students in Osnabrck,Prof. Helmut Schwgermann, HS Osnabrck, ICCA-member since 1986 (ICC Berlin, ConEcon Management Berlin, HS Osnabrck) German Programm
23、e Director of IEMSProf. Lan Xing, SIFT, vast experience in the Chinese and International Exhibition and Event Industry Chinese Programme Director of IEMSDr. Ding Yi, SIFT, researcher with an international background/education,The Research Team,Business Events (B2B-Events) are events for participants
24、, (target groups) who visit these events for professional reasons.Business Events include association meetings and other NPO-meetings corporate events as well as trade fairs and exhibitionsThe reasons, we chose the broader approach (BE): We find these events often in a combination (meeting plus exhi
25、bition) Most ICCA members (Destinations, Venues, Agencies, etc.) are not only interested in Association Meetings, but in international Business Events of all kind!,2. Meetings, MICE or Business Events?,36,Types Of Events, Prof.Helmut Schwgermann, HS Osnabrck,Research Question:How will the developmen
26、t of Chinas Market for Business Events affect the international Event Industry with a focus on ICCA members?,3. Research Aim and Methodology,We will research the characteristics and development of the Chinese market for meetings and other business events And analyse potential driving factors for glo
27、bal event activities and ask for the regional/national distribution of these activities.Finally we will end up with some strategic advices to ICCA-member as how to cope with this emerging market.,Research Scope,Chinese Event Business will affect the Meeting Industry sooner than many of you think (Ca
28、se: Trade Fair sector in China!)More individual or group of delegates/visitors will take part at international meetings/business events worldwideMore Chinese decision makers (e.g. Board members in Intl. Associations or Corporations) will be influencing international meetings and the selection of des
29、tinationMore China-based or influenced business events will be going abroad, starting with incentive travel to Asian countriesCountries with a high general and/or specific (BE) competitiveness will be gaining most from this development,Our Research Statements: We expect that.,Phase-Model ICCA-China
30、Research, Prof. H. Schwgermann, Osnabrck / Berlin / Shanghai,As we started recently, we have many indicators and interesting data, Examples and case studies. But as of now this is more or less a patchwork,4. Analysis of potential Driving Factors for outbound Event Activities, Prof. H. Schwgermann, O
31、snabrck / Berlin / Shanghai,2012,Business Events in China,Volume of BE in China,Volume of Outgoing Business,Scenario A,B,C,2020+,Outgoing Event Activities,In order to predict the Future, you have to analyse Past and Present,Scenario A,B,C,Past,Future, Prof. H. Schwgermann, Osnabrck / Berlin / Shangh
32、ai,We have identified potential Driving Factors for Outbound BE = Our Research Fields,Reveal the (co-)relation between the potential driving factors and the development of the outbound event business. Strong (A)? Medium(B)? Weak/Non-Existing(C)?,Are these Driving Factors relevant? (Co-relation and F
33、actor-analysis),Driving Factor x,Chinese Outbound Business,A?,B?,C?,ICCA China: Growth of 125 % in ten years (no official Chinese statistics yet!),All international trade fair companies have subsidiaries in ChinaSome of them organise more and more important exhibitions in China than at homeChina is
34、going to be the most important exhibition place worldwide,Chinas exhibition industry has developed much earlier than the meeting industry!,Asia covers 20% of all exhibition space,Source: ufi,Chinas share: 68%,Source: ufi,Exhibitions in China 2010/11 grow by 18 %!,Source Statistics and Analysis repor
35、t of China Exhibition Industry 2011,Economy and Trade,Growing Economy (GDP) indicate more chances for Business Events,Source: ChinaInNumbers BFC_Q1 2012,Chinas Export = Business Relations 1. US 2. HK 3. Japan 4.SK 5. Germany 6. Netherlands.,Source: ChinaInNumbers BFC_Q1 2012,Chinas Import = Business
36、 relations 1. Japan 2. South Korea 3. US . 6. Germany,Yuan is getting stronger: Events outside China getting less expensive,FDI-Outflows Are Growing Quickly Since 2005. Might overweigh inflows soon?,Source: ChinaInNumbers BFC_Q1 2012,Chinese Direct Investment (FDI) in the US: Cas study Lenovo: will
37、need meetings,The more co-operation between international universities and R&R Institutios, the more meetings will be held in the respective countries,Innovation, R&D, Co-operation between Universities,Patent applications as indicator for R&D- activities and more meetings,Source: ChinaInNumbers BFC_
38、Q1 2012,Chinese Outbound Tourism to Europe (contradicting data and definitions (HK & Macao),Source: ETC- July 2012 Trends and Outlook,35.9 million tourists travelled from China in 2011. Of these, 24.7 million travelled within Northeast Asia, while 11.1 million (31.0%) travelled to long haul destinat
39、ions. Chinese tourist arrivals to Europe in 2011 totalled 3.9 million, representing 34.8% of the Chinese long haul outbound market.,2011: 70 Mio. Outbound Tourists, 3,2 Mio. for outbound meetings,Source: Annual Report of China Outbound Tourism Developmentpublished 2012 by Beijing Tourism Education P
40、ress,2011: Asia 51,6 mio., Europe 2,3 mio., America 1,5 mio.,Source: Annual Report of China Outbound Tourism Developmentpublished 2012 by Beijing Tourism Education Press, Prof. Helmut Schwgermann, Berlin, Osnabrck, Shanghai,For Germany, China will be the most important source market for tourists in
41、Asia soon,Growing Chinese Influence in International Associations. Case study Prof. Jianan Li The International Society of Physical and Rehabilitation Medicine (ISPRM),http:/www.isprm.org/?CategoryID=232&ArticleID=93,Which countries will be affected most?What is the Image/Brand of your country?Is th
42、e Chinese Destination Selection Process different?Do You ICCA members (Destinations and other Suppliers have a clear Regional Strategy?And what about China?,5. Countries/ Destinations: Image/ Selection Process/ Strategy,A positive nation brand provides a crucial competitive advantage. How is your co
43、untry rated?,Anholt-GfK Roper Nation Brand Index,Destination Selection Factors: Price and location seem to be most important factors,Source: The China and Asia Meetings Industry Research Report 2011,Chinas Business Events sector has grown enormously in the last yearsMany related factors (Driving fac
44、tors?) have shown a similar tendencyBut: how will China influence the international Event Industry in the years to come? Our findings will be presented at the next GA 2013 in Shanghai,Summary,Thank you! Thanks to ICCA for their support! Further Supporters and Sponsors are welcome!,Alison Bottcher Vi
45、ctoria University; Australia,Scholarship student,Alison Bottcher 22 October 2012,DEVELOPING A SUCCESSFUL BID PERTH, WESTERN AUSTRALIA,ABSTRACT,PURPOSE: to analyse the competitive bidding process and the critical areas that need to be addressed in order to produce a successful bid METHODOLOGY: In ord
46、er to best respond, a secondary analysis of existing case studies was conducted. This was then used to develop a comprehensive bid in response to a hypothetical tender document for a scientific conference. FINDINGS: Our research derived a possible way for Western Australia to successfully respond to
47、 a bid. Several critical success factors were identified: meeting specific site requirements presenting an effective destination brand having strong support and financial partnerships providing a unique concept PRACTICAL IMPLICATIONS: Higher ratios of successful bids could be achieved by addressing
48、the critical success factors identified.,LOCATION,Branding Accessibility Track record for hosting events Facilities Pre and Post Tour options,SITE REQUIREMENTS,Nature of conference/event Number of attendees/delegates Audio Visual Requirements Accessibility Room requirements Meeting rooms Conference
49、halls Banquet facilities Breakout rooms,PARTNERSHIPS AND SUPPORT,Government and industry support Tourism Australia Tourism Western Australia Perth Convention Bureau Meetings Industry Australia ICCA Sponsorship,ORIGINALITY,ThemingEducation Programs/TopicsFlexibility Treating bid uniquely Responding directly to specific requests of tender document/organisation,Dominika Fudala Copenhagen Business School - Denmark,Scholarship student,Input and feedback on current research projectsIdeas and suggestions for future research projects,
