icca university research projects #icca12 monday 22/10/2012

51st ICCA Congress

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ICCA University research projects

Monday, 22 October 2012

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• Martin Robertson, School of International Business, Victoria University - Australia 

• Lise Lyck, Centre Director - Copenhagen

Business School – Denmark 

• Prof. Helmut Schwägermann – Hochschule Osnabrueck University of Applied Sciences – Germany

Speakers

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• 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 University

51st ICCA Congress20-24 October 2012

San Juan, Puerto Rico

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

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 role ‘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 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 association 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

• Response rate: 19%, 54 respondents to date• Preliminary (topline) results presented here

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

Results

• Age

ResultsMembership 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

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 meetings 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 reasons 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 international 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 agree) 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 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

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

Our Event Knowledge in Location

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• Lise Lyck - Centre Director, Centre for Tourism and Culture Management - Copenhagen Business School

Sustainability in the meetings industry

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Team effort:

•Prof. Helmut Schwägermann, Hochschule Osnabrück. 

•Prof. Lan Xing, Shanghai Institute of Foreign Trade (SIFT)

•Dr. Ding Yi, SIFT

Chinas Outbound Meeting Business

51st ICCA Congress

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China’s Outbound Event Business- and how it will affect ICCA members

Interim Report of a joint Research-Project of Hochschule Osnabrück (HSOS) andShanghai Institute of Foreign Trade (SIFT)

San Juan, 22. October 2012

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1. Who we are2. Meetings, MICE or Business Events?3. Aim and Methodology of the Research Project4. Analysis of potential Driving Factors for outbound Event

Activities5. Competitiveness and Brands of Nations/Destinations6. Summary

What you will hear today

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Since 1993,Hochschule Osnabrueck, Faculty 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

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International Event Management Shanghai (IEMS)

Since 2004 we offer the Double-degree Bachelor Programme

International Event Management Shanghai (IEMS)

We are the only Sino-Foreign Event Management Programme in China!

as a joint venture between

• Hochschule Osnabrück and

• Shanghai Institute of Foreign Trade (SIFT)

• in Shanghai for Chinese students

• More than 350 Graduates so far

• 50 % of curriculum by German lecturers

• http://www.wiso.hs-osnabrueck.de/iems.html?&L=1

© Prof. Helmut Schwägermann, FH Osnabrück

First Graduation Ceremony 2008

Exchange Students in Osnabrück

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• Prof. Helmut Schwägermann, HS Osnabrück, ICCA-member since 1986 (ICC Berlin, ConEcon Management Berlin, HS Osnabrück)

• German Programme Director of IEMS

• Prof. Lan Xing, SIFT, vast experience in the Chinese and International Exhibition and Event Industry

• Chinese Programme Director of IEMS

• Dr. Ding Yi, SIFT, researcher with an international background/education

The Research Team

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Business Events (B2B-Events) are events for participants, (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 exhibitions

The reasons, we chose the broader approach (BE):1.We find these events often in a combination (meeting plus exhibition)2.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

1. Events of associations and other non-profit organisations

Congresses, conferences, seminars

Board meetings, committee meetings

Congresses, conferences, seminars

- Annual meetings- Other educational

events, trainings- Political party

conventions- Election campaigns- Trade union

conferences- Government

conferences (NGO / INGO)

- press conferences- Etc.

2. Trade fairs, exhibitions

- Trade fairs- Exhibitions- World exhibitions- Etc.

3. Corporate events

- Board meetings / management meetings

- Staff meeting / employees meetings

- Sales force meetings- Incentives

(competitions & travel)

- Product presentations- Dealers meeting- House fairs (corporate

exhibitions)- Roadshows- Education trainings- Press conferences- Shareholder meetings- Open door event- Etc.

4. Sport events

- Competitions / championships

- Trainings- Olympic games5. Cultural events

- Theatre plays- Musicals, opera, operettas- Concerts- Circus, varieté shows- Art exhibitions- Religious events (church

congress, mass)

6. Social events, parties

- Dancing balls / galas- Opening events- Sponsoring / charity

events- Street district / city parties- Discos- Weddings- Other private events

Business Events Consumer Events

© Prof.Helmut Schwägermann, HS Osnabrück

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Research Question:

How will the development of China`s Market for Business Events affect the international Event Industry with a focus on ICCA members?

3. Research Aim and Methodology

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We will research

•the characteristics and development of the Chinese market for meetings and other business events •And analyse potential driving factors for global 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

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1. Chinese Event Business will affect the Meeting Industry sooner than many of you think (Case: Trade Fair sector in China!)

2. More individual or group of delegates/visitors will take part at international meetings/business events worldwide

3. More Chinese decision makers (e.g. Board members in Intl. Associations or Corporations) will be influencing international meetings and the selection of destination

4. More China-based or influenced business events will be going abroad, starting with incentive travel to Asian countries

5. Countries 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 Research

© Prof. H. Schwägermann, Osnabrück / Berlin / Shanghai

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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. Schwägermann, Osnabrück / Berlin / Shanghai

2012

Business Events in China

Volume of BE in China

Volume ofOutgoing Business

Scenario A

B

C

2020+

Outgoing EventActivities

In order to predict the Future, you have to analyse Past and Present

Scenario A

B

C

Past Future

© Prof. H. Schwägermann, Osnabrück / Berlin / Shanghai

We have identified potential Driving Factors for Outbound BE = Our Research Fields

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• 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 Factor-analysis)

Driving Factor x

Chinese Outbound Business

A?

B?

C?

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ICCA China: Growth of 125 % in ten years (no official Chinese statistics yet!)

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• All international trade fair companies have subsidiaries in China

• Some of them organise more and more important exhibitions in China than at home

• China is going to be the most important exhibition place worldwide

China‘s exhibition industry has developed much earlier than the meeting industry!

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Asia covers 20% of all exhibition space

Source: ufi

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China‘s share: 68%

Source: ufi

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Exhibitions in China 2010/11 grow by 18 %!

Source Statistics and Analysis report of China Exhibition Industry 2011

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Economy and Trade

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Growing Economy (GDP) indicate more chances for Business Events

Source: ChinaInNumbers BFC_Q1 2012

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China‘s Export = Business Relations1. US 2. HK 3. Japan 4.SK 5. Germany 6. Netherlands...

Source: ChinaInNumbers BFC_Q1 2012

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China‘s Import = Business relations1. Japan 2. South Korea 3. US ..... 6. Germany

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Yuan is getting stronger: Events outside China getting less expensive

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FDI-Outflows Are Growing Quickly Since 2005.Might overweigh inflows soon?

Source: ChinaInNumbers BFC_Q1 2012

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Chinese Direct Investment (FDI) in the US: Cas study Lenovo: will need meetings

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• 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

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Patent applications as indicator for R&D- activities and more meetings

Source: ChinaInNumbers BFC_Q1 2012

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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 destinations.

Chinese tourist arrivals to Europe in 2011 totalled 3.9 million, representing 34.8% of the Chinese long haul outbound market.

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2011: 70 Mio. Outbound Tourists,3,2 Mio. for outbound meetings

Source: Annual Report of China Outbound Tourism Development published 2012 by Beijing Tourism Education Press

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2011: Asia 51,6 mio., Europe 2,3 mio., America 1,5 mio.

Source: Annual Report of China Outbound Tourism Development> published 2012 by Beijing Tourism Education Press

© Prof. Helmut Schwägermann, Berlin, Osnabrück, Shanghai

For Germany, China will be the most important source market for tourists in Asia soon

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Growing Chinese Influence in International Associations.Case study Prof. Jianan LiThe International Society of Physical and Rehabilitation Medicine (ISPRM)

http://www.isprm.org/?CategoryID=232&ArticleID=93

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• Which countries will be affected most?

• What is the Image/Brand of your country?

• Is the 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

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A positive nation brand provides a crucial competitive advantage.How is your country rated?

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Anholt-GfK Roper Nation Brand Index

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Destination Selection Factors: Price and location seem to be most important factors

Source: The China and Asia Meetings Industry Research Report 2011

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• Chinas Business Events sector has grown enormously in the last years

• Many related factors (Driving factors?) have shown a similar tendency

• But: 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

51st ICCA Congress

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Thank you!

Thanks to ICCA for their support!

Further Supporters and Sponsors are welcome!

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• Alison Bottcher – Victoria University; Australia

Scholarship student

Alison Bottcher22 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 order 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 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 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 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

• Theming

• Education Programs/Topics

• Flexibility

• Treating bid uniquely

• Responding directly to specific requests of tender

document/organisation

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• Dominika Fudala – Copenhagen Business School - Denmark

Scholarship student

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• Input and feedback on current research projects

• Ideas and suggestions for future research projects

Round table discussions

51st ICCA Congress

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Thank you!