A participatory model for ethnic audience development for the arts
Le, Huong and Fujimoto, Yuka 2011, A participatory model for ethnic audience development for the arts, in ANZAM 2011 : 25th Annual Australian And New Zealand Academy of Management conference : the future of work and organisations, ANZAM, [Wellington, N.Z.], pp. 1-15.
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This paper aims to investigate strategies to increase ethnic minority group consumers' participation in arts performances in Australia. Our findings are based on focus group discussions and in-depth interviews with participants from ethnic minority groups, namely, Greek, Italian, Vietnamese, Chinese, and Indian in Australia. The findings indicate that a mixed cultural/arts events and culturally specific events are the most favoured forms for attracting participation from culturally diverse audiences. Further strategies are to provide more arts and cultural education for minority and mainstream cultures, and appropriate marketing activities to minority groups could increase arts participation of ethnic consumers. Our research will contribute to further understanding of ethnic marketing literature and cross-cultural marketing for the arts sector.
Reproduced with the kind permission of the copyright owner.
Field of Research
150499 Commercial Services not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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