Ethnic preference for the arts: the role of the social experience as attendance motivation
Identifieur interne : 002077 ( Main/Exploration ); précédent : 002076; suivant : 002078Ethnic preference for the arts: the role of the social experience as attendance motivation
Auteurs : Bonita M. Kolb [États-Unis]Source :
- International Journal of Nonprofit and Voluntary Sector Marketing [ 1465-4520 ] ; 2002-05.
Abstract
This paper addresses the issue of the level of ethnic group attendance at the arts, with a special emphasis on African American attendance at classical music concerts. Current attendance data will be examined to determine if there is a difference in attendance rates when the traditional determiners for attendance — education and income — are similar. The paper proposes that the lower rates of attendance for ethnic groups may not be the result of differences in levels of education or income, but are the result of these groups having their own values and tastes that affect the benefits that they desire from attendance. To explore this proposed theory, the results of a survey of an arts event successful in attracting an ethnic audience will be analysed to see if it can provide insight as to whether ethnic audiences have unique attendance motivation. This is important to marketing as these benefits must be included in the artistic event and promoted to the potential ethnic audience. Copyright © 2002 Henry Stewart Publications
Url:
DOI: 10.1002/nvsm.177
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