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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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Title A participatory model for ethnic audience development for the arts
Author(s) Le, Huong
Fujimoto, Yuka
Conference name Annual Australian and New Zealand Academy of Management Conference (25th : 2011 : Wellington, N.Z.)
Conference location Wellington, N.Z.
Conference dates 7-9 Dec. 2011
Title of proceedings ANZAM 2011 : 25th Annual Australian And New Zealand Academy of Management conference : the future of work and organisations
Editor(s) [unknown]
Publication date 2011
Start page 1
End page 15
Total pages 15
Publisher ANZAM
Place of publication [Wellington, N.Z.]
Keyword(s) consumer behaviour
cross-cultural marketing
audience development
arts
ethnicity
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9781877040870
Language eng
Field of Research 150499 Commercial Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2011, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30041581

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