Research Output

The Motives of Ambassadors in Bidding for International Association Meetings and Events

  As destinations contest the rights to host international association-based meetings and events, competitive points of difference in the bidding process can mean the success or loss of a bid. One of these points of difference has been the growth of ambassador programs worldwide. These programs consist of influential, high-profile individuals, representing their particular industry body or association. Ambassadors work together with destination marketing organizations (DMOs) and meetings/conference professionals in putting forward bids to their association for future events. To understand the motivations of ambassadors in bidding for international meetings and events, an exploratory study employing an online survey was conducted with ambassadors from three programs, one based in Australia, one based in Southeast Asia, and one in the Middle East. The results provide a demographic profile of ambassadors and highlight their motives for actively bidding for international meetings and events. The study adds to knowledge on a topic for which limited research has been undertaken—that of the bidding process for business events—and expands understanding of how ambassador programs, together with DMOs, can contribute to a professional bidding process for globally roaming international association meetings and events.

  • Type:


  • Date:

    01 March 2014

  • Publication Status:


  • Publisher

    Cognizant Communication Corporation

  • DOI:


  • Cross Ref:


  • ISSN:


  • Library of Congress:

    GV Recreation Leisure

  • Dewey Decimal Classification:

    338.4791 Tourist industry

  • Funders:

    Historic Funder (pre-Worktribe)


Lockstone-Binney, L., Whitelaw, P., Robertson, M., Junek, O., & Michael, I. (2014). The Motives of Ambassadors in Bidding for International Association Meetings and Events. Event Management, 18(1), 65-74.



Tourism, Leisure and Hospitality Management; Marketing; Business and International Management

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