Cultural Sustainability of the Arts through Cross Cultural Market Segmentation
The cultural characteristics attributed to individuals in their country of birth are likely to change through immigration and acculturation processes taking place in the host country. Immigrants are likely to develop their own unique cultural styles through a blending of their old culture and the host culture. With slightly less than half of the population born overseas or with at least one parent born overseas, and with some 200 languages Australia has one of the most cosmopolitan populations in the world, with a relatively small population of 20 million. This paper considers the cross cultural nature of the Australian population and the sustainability of culture through the Arts. This paper also considers the marketing of the arts from a cross cultural segmentation perspective. In so doing the paper identifies segmentation issues associated with cross cultural segmentation.
Keywords: Arts marketing, Cross Cultural Segmentation
Assoc Prof John Hall
Associate Professor, Centre for Business Research, Deakin University
John has a keen interest and long experience in consumer behaviour and business research. John has spoken and published extensively both nationally and internationally on matters directly related to these concepts. His texts on Applied Business Research are best sellers in their field in Australia.
John has skills in both qualitative and quantitative analysis. John has been involved in business research for more than 20 years. John’s research, teaching and publication areas are business related but focus on a variety of distinct areas including research methodology and analysis, international business, applied social research, tourism, leisure, sport, hospitality, education, consumer behavior, small business research and various aspects of marketing. John has obtained a number of awards for his research, teaching and publications. John has more than 130 publications relating to business theory and practice. These include books, journal articles and conference papers. His expertise in this area is also highlighted by over 70 applied research projects undertaken with local, state and federal governments as well as small, medium and large business organisations.