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Migrant acculturation and consumption motivations : an empirical study of the Vietnamese

Nguyen, Thu-Huong and Polonsky, Michael Jay 2003, Migrant acculturation and consumption motivations : an empirical study of the Vietnamese, in ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, University of South Australia, Adelaide, S.A., pp. 1061-1067.

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Title Migrant acculturation and consumption motivations : an empirical study of the Vietnamese
Author(s) Nguyen, Thu-Huong
Polonsky, Michael Jay
Conference name Australian and New Zealand Marketing Academy Conference (2003 : Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Title of proceedings ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings
Editor(s) Kennedy, Rachel
Publication date 2003
Start page 1061
End page 1067
Publisher University of South Australia
Place of publication Adelaide, S.A.
Keyword(s) marketing in international
cross-cultural environments
Summary The study examines differences in cultural values and travel motivations between Vietnamese migrants (Viet Kieu) and Vietnamese in Vietnam. The study finds that Viet Kieu have acculturated and moved away from traditional cultural values and towards “Western” cultural Values. They are less motivated to travel by a desire to maintain home links than was anticipated by “home” Vietnamese. In promoting travel marketers may be able to use the level of acculturation to appeal to migrants links with both countries and thus complex messages may be required.
ISBN 0868039837
9780868039831
Language eng
Field of Research 160499 Human Geography not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©Reproduced with the specific permission of the copyright owner.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016351

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