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Abstract
This study analyzes arts attendance of six ethnic communities in Australia using social inclusion as a theoretical lens. Qualitative data from 20 interviews and 6 focus groups (N = 37) were examined. Respondents were from established (Italian, Greek), moderately established (Chinese, Vietnamese, Indian), and newly settled (African) communities. Four themes were identified that are linked to social inclusion: (a) social connectedness; (b) link with home culture; (c) link with host and other cultures; and (d) inclusive initiatives. All ethnic participants shared views on social connectedness; Vietnamese, Chinese, and Indian participants expressed a strong need to maintain links with their home culture and develop links with the host culture. Italian and Greek respondents focused on developing links with host and other cultures. African respondents wished to maintain home country links. The study advances arts marketing literature and cross-cultural marketing initiatives using a social inclusion lens to explain arts attendance by ethnic communities.
