Motivators and barriers of ethnic groups to engage in arts performance


Autoria(s): Le, Huong; Fujimoto, Yuka
Contribuinte(s)

[Unknown]

Data(s)

01/01/2010

Resumo

This paper aims to highlight the behavioural processes of ethnic minority group consumers in relation to arts performance in Australia. Our findings indicate that Chinese, Vietnamese, Italians and Greeks have varying perceptions, practice and experiential decision-making. The major barriers for ethnic audiences to attend arts events were cost and time; a lack of understanding of or exposure to some artforms; language difficulties. Motivating factors for ethnic audiences were events associated with their own ethnic backgrounds; socialising/meeting with friends/people, and familiarity with the art-form. Our research will be critical for future arts marketing and cultural research and contribute to socially inclusive communities where every resident can act as a contributor to build socio-economically strong cities and nations<br />

Identificador

http://hdl.handle.net/10536/DRO/DU:30032195

Idioma(s)

eng

Publicador

Australian and New Zealand Academy of Management

Relação

http://dro.deakin.edu.au/eserv/DU:30032195/le-motivatorsandbarriers-2010.pdf

Direitos

2010, The Authors

Palavras-Chave #consumer behaviour #cross-cultural marketing #audience development #arts marketing
Tipo

Conference Paper