Ethnic Consumers of the Arts

This chapter covers the perceptions of ethnic consumers about attending elite arts events using Wiggins’ (2004) model of Motivation, Ability, and Opportunity (MAO). Six focus groups and 20 in-depth interviews with ethnic audiences (Italian, Greek, Chinese, Vietnamese, Indian, and African) and five interviews with arts managers were conducted. The findings indicate that main motivating factors for ethnic audiences were attending culturally relevant art events, socialising with friends, and involvement in the art form. The major ability barriers for attending high-arts events were cost and time, a lack of understanding of high art forms, and language difficulties. The major opportunity barrier was lack of information. The MAO model was extended by introducing seven new segments and proposing related marketing strategies.