jmic paris conf may 2015 pres d.edwards_c.foley
TRANSCRIPT
Business Events: Advanced Value MeasurementConference on the Value of Meetings, JMIC 2015
Drs Edwards, Foley, SchlenkerUniversity of Technology SydneyBusiness School
Individual Community
Du
rin
g
Aft
er
Cu
mu
lati
ve
PracticeInnovation in
professional practice and research
Knowledge economyGlobal talent
Communities benefit from cutting edge
technology, insights, practices
Intrinsic Delegates share and gain new knowledge,
skills
AttitudinalMedia attention,
showcasingGreater awareness
of global issues, great place to do
business – trade & investment
New and enhanced
social networks
TrustFriendships
Collaborative Research BESydney/UTS!
• 2010 - A Scoping Study of Business Events: Beyond Tourism Benefits
• 2012 - “Beyond Tourism Benefits: Measuring the Social Legacies of Business Events”
• 2014 - Future Convention Cities Initiative “Beyond Tourism Benefits: Building An International Profile”
• 2015 - Full Value of Business Events
• 2015 - Long tail of Business Events• 2015 - Asian incentive events in New South
Wales: direct expenditure and retail impact.
Research Impacts and Lessons Learned
• Change in discourse“Business events provide a platform for knowledge exchange and innovation, build networks, and encourage trade and investment,” NSW Deputy Premier Stoner (2014).
• Findings used to inform government objectives.
• Cross cultural studies strengthen findings and can be used to benchmark.
• Accessing delegates and organisers.
• Durban and Seoul – adopted the BES model of relationship management, building research into contracts.
Where to from here…
• Designing social spaces for maximum outcomes
• Big data - Social media
https://www.google.com/maps/d/viewer?mid=zSReplV7tVqQ.k9iW8-BArVgk
http://mingming-cheng.cartodb.com/viz/846595da-7f59-11e4-a841-0e853d047bba/public_map
• Role of bureaux/conference organisers/convention centres
• Research leaders ‘as well as’ research absorbers
• Welcome strategic partners into ‘rethinking’ the event space to:
• Maximise visitor yield and repeat visitation
• Invigorate weary conference organisers
• Increase alignment of business events with industry sector development and government priorities
Business Events - Knowledge Spiral
Presentations, keynotes,
social interactions
Dialogue, knowledge
sharing, trust
Post event continued
interactions (i.e. email, skype, telephone)
Post event Learning by doing, work interactions,
lectures, meetings, papers,
research agendas, empirical studies….
Business event…
Business EventMedia Attention
Destination showcaseBranding, Marketing