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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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.
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