The impact of marketing on activities of Vietnam arts and cultural organizations
Keywords:
arts marketing, arts, cultural organizations, culture, VietnamAbstract
With the trend of budget reduction and autonomous operation of arts and cultural organizations, competition in this field to attract audiences is an inevitable trend. This sets out the requirements of marketing activities to bring arts to the audiences and bring the audience to arts, which is, to link arts with the audience; not only achieved the goal of establishing and meeting the audience needs, but also fulfilled the arts and cultural organizations’ task of creating arts. There have been many research perspectives on culture and arts marketing in the context of cultural integration and economic development associated with the characteristics of each country and region. In this study, the author approaches, inherits, and develops Rentschler's culture and arts marketing model to build a scale and conduct practical research in Hanoi, Vietnam. The survey subjects were identified as art practitioners (artists) with more than 3 years of working experience in 7 theaters in Hanoi. The research was carried out by qualitative method through secondary data collection, combined with the quantitative method through a survey of opinions of 200 artists.
Downloads
References
Castañer, X. (2014). Cultural innovation by cultural organizations. In Handbook of the economics of art and culture (Vol. 2, pp. 263-276). Elsevier. https://doi.org/10.1016/B978-0-444-53776-8.00011-8
Chen, C. L., & Jaw, Y. L. (2009). Building global dynamic capabilities through innovation: A case study of Taiwan's cultural organizations. Journal of engineering and technology management, 26(4), 247-263. https://doi.org/10.1016/j.jengtecman.2009.10.002
Colbert, F., & Courchesne, A. (2012). Critical issues in the marketing of cultural goods: The decisive influence of cultural transmission. City, Culture and Society, 3(4), 275-280. https://doi.org/10.1016/j.ccs.2012.11.006
Colbert, F., Bilodeau, S., Nantel, J., & Rich, J. D. (1994). Marketing culture and the arts. Chair in Arts Management.
Dickman, S. (1997). Arts Marketing. The Pocket Guide, Centre for Professional Development (Aust.), Sydney.
Filladsen, J., & Jordenzen, P. (2020). Translation based on cultural aspect: a study regarding how translating text different traditional in two countries. Applied Translation, 14(1), 16–22. Retrieved from https://appliedtranslation.nyc/index.php/journal/article/view/1064
García, B. (2001). Enhancing sport marketing through cultural and arts programs: Lessons from the Sydney 2000 Olympic Arts Festivals. Sport Management Review, 4(2), 193-219. https://doi.org/10.1016/S1441-3523(01)70075-7
Gede Budasi, I. & Wayan Suryasa, I. (2021). The cultural view of North Bali community towards Ngidih marriage reflected from its lexicons. Journal of Language and Linguistic Studies, 17(3), 1484–1497
Gillen, J. (2011). A battle worth winning: The service of culture to the Communist Party of Vietnam in the contemporary era. Political Geography, 30(5), 272-281. https://doi.org/10.1016/j.polgeo.2011.05.001
Hai, H. D., & Ngoc, S. H. (2018). Statistical Probability and Quantitative Methods in Economics.
Hair, JF, Black, WC, Babin, BJ, Anderson, RE, & Tatham, RL (2009). Multivariate data analysis . Bookman publisher.
Hill, E., O'Sullivan, T., & O'Sullivan, C. (2012). Creative arts marketing. Routledge.
Johnson, V., Currie, G., & Stanley, J. (2011). Exploring transport to arts and cultural activities as a facilitator of social inclusion. Transport Policy, 18(1), 68-75. https://doi.org/10.1016/j.tranpol.2010.06.001
Kerrigan, F., Fraser, P., & Özbilgin, M. (2004). Key issues in arts marketing. In Arts marketing. Elsevier Butterworth-Heinemann.
Mak, H. W., Coulter, R., & Fancourt, D. (2020). Does arts and cultural engagement vary geographically? Evidence from the UK household longitudinal study. Public health, 185, 119-126. https://doi.org/10.1016/j.puhe.2020.04.029
Nasution, I., Surbakti, A., & Sebayang, V. A. (2021). Development of art, culture, and literature attractions for millennial generations. International Journal of Linguistics, Literature and Culture, 7(6), 517-524. https://doi.org/10.21744/ijllc.v7n6.1982
O’Reilly, D., & Kerrigan, F. (2010). Arts Marketing: a fresh approach.
Peng, D. (2021). Scientific substantiation of the role of choreographic art in the cultural process. Linguistics and Culture Review, 5(S2), 415-434. https://doi.org/10.21744/lingcure.v5nS2.1381
Radbourne, J. J., & Fraser, M. (1996). Arts management: A practical guide. Allen & Unwin.
Rentschler, R. (Ed.). (1999). Innovative arts marketing. Allen & Unwin.
Thuy, D.T. (2007). “Art Marketing, from theory to practice”. Culture and Art Journal, (5).
Urciuoli, B. (2003). Excellence, leadership, skills, diversity: Marketing liberal arts education. Language & Communication, 23(3-4), 385-408. https://doi.org/10.1016/S0271-5309(03)00014-4
Vuong, Q. H., Bui, Q. K., La, V. P., Vuong, T. T., Ho, M. T., Nguyen, H. K. T., ... & Ho, M. T. (2019). Cultural evolution in Vietnam's early 20th century: A Bayesian networks analysis of Hanoi Franco-Chinese house designs. Social Sciences & Humanities Open, 1(1), 100001. https://doi.org/10.1016/j.ssaho.2019.100001
Walmsley, B. (2016). From arts marketing to audience enrichment: How digital engagement can deepen and democratize artistic exchange with audiences. Poetics, 58, 66-78. https://doi.org/10.1016/j.poetic.2016.07.001
Widana, I. N. M. (2017). Strategy for art and cultural preservation at Balinese Hindus in praya city, central lombok regency. International Research Journal of Management, IT and Social Sciences, 4(3), 82-90. Retrieved from https://sloap.org/journals/index.php/irjmis/article/view/469
Zhytnik ?. (2021). Initial art education: Comments about modern art school concept. Linguistics and Culture Review, 5(S4), 799-807. https://doi.org/10.21744/lingcure.v5nS4.1724
Published
How to Cite
Issue
Section
Copyright (c) 2022 Linguistics and Culture Review
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
