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“Multiculturalism” is a troubled concept, in a political as well as in a scholarly sense. What has triggered this paper is the authors’ experience of the hardships involved in understanding the power structures embedded in societies termed “multicultural”; we find ourselves equipped with a set of conceptual tools that are confusing, and with policy makers that compound that confusion. This presentation takes as its point of departure the tension engendered at the interface between popular democracy ground rules and minority rights, and turns in its second part to current political vocabulary in Norway. Thematically, the discussion moves from the intricacies of “cultural rights” to a closer look at the bias implicit in the benevolent phrase “fair terms of integration.” The suggestion is that hidden underneath the niceties, we find the unavoidable and seemingly unspeakable dilemmas of a welfare state confronted with non-economic, humanitarian principles. Let us be clear about one thing, however; the aim of this presentation is not to solve problems, but to face them.

Minority areas, with their cultural distinctiveness and a strong tendency to cultivate and preserve cultural identities, can offer guests special added value as tourist destinations. This study seeks to address whether and to what extent locals and guests of tourist areas populated by minority populations perceive and are aware of the uniqueness, variety and potential of the minority in a region.

Research has already been developed that analyses the inter‐relations between the local population and tourism, but is scarce regarding national minorities and tourism. This paper pursues a new research field focusing on the potential of tourist destinations that offer specialised characteristics due to their cultural, ethnic or minority populations. The authors carried out an empirical study using quantitative, standardised questionnaires in 2008 in two minority areas: South Tyrol, Italy (which has a Ladin minority population) as well as Transylvania, Romania (which has a German and Hungarian minority population). The South Tyrol situation is doubly unusual, because the Ladin minority population is a minority within the German minority region in Italy.

The study shows that ethnic minority populations can definitely offer added value for holidaymakers in tourist destinations. The special interest and attraction of these types of holiday stay for guests is explained, above all, by the varied cuisine and the locals' proficiency in languages (South Tyrol) as well as the specific architecture and the more extensive cultural offerings (Transylvania). In Transylvania no significant differences and in South Tyrol significant differences in the perception of the special cultural situation by locals and guests have been observed.

This study was confined to 250 interviewees per group and study region, due to budget restrictions. Compared to the volume of research on native population and tourism, research on minorities and tourist activities is quite new. Therefore this research paper provides only an exploratory study and could be developed further.

The paper shows that ethnic minorities, with their customs and traditions, languages and architectural styles, can definitely offer added value for holidaymakers.

While the literature on migration highlights the reshaping of host and immigrant population in countries, there is a paucity of research in marketing investigating the evolving dynamics for acculturation. The purpose of this study is to further the understanding of the emerging phenomenon of acculturation and identity negotiation.

Three experiments examined situational ethnicity, self-construal and identity negotiation in home and host culture work and social settings. Study 1 and Study 2 were conducted in the United Kingdom (UK), where the host country is the majority population. Study 3 was conducted in the United Arab Emirates (UAE), where the host country is the minority population. Study 4 utilized qualitative interviews in both countries.

Results from all four studies show that ethnic consumers deploy “indifference” as an identity negotiation mechanism when the host society is the majority population (UK) and when the host society has the minority population (UAE).

The authors offer new insights into identity negotiation by ethnic consumers when the host society is the majority population as well as the minority population. “Indifference”, i.e. preferring to neither fit in nor stand out as an identity negotiation mechanism, is deployed in work and social settings of home and host societies. The authors also advance the existing literature on acculturation by examining whether independent and interdependent self-construal influence identity negotiation.

The experimental and potentially conflictual nature of diversity training is explained as integral to creation of effective organizational discourse and change in diversity. More effective understanding and management of these conflicts is needed. To explore how conflicts can be better understood and managed, explains patterns of US minority and majority ethnic identity developments; presents three hypothetical combinations of identity development paths across ethnic group members in multi‐cultural training; discusses potential problems, change issues and training needs.

This paper aims to examine the effect of intercultural accommodation efforts on service quality perceptions among ethnic minority consumers. Specifically, the paper postulates that during an intercultural service encounter, the impact of the service provider’s language and ethnicity on the consumer’s service quality perceptions is moderated by the level of service involvement, consumer acculturation and perceived discrimination, which, in turn, influence purchase intent.

A 2 × 2 between-subjects experimental design with an online nationwide consumer panel of Hispanic consumers was conducted where 377 participants were randomly assigned to a series of service encounter scenarios in the banking service context to manipulate accommodation efforts (yes vs no) and the level of involvement with the service (high vs low).

When such language and ethnicity accommodations were offered, highly acculturated minority consumers regarded the service encounter less favorably than low acculturated minority consumers. Moreover, during low-involvement service encounters, intercultural accommodations positively impacted consumer’s service quality perceptions compared to situations involving high-involvement services. Also, minority consumers with perceptions of past discrimination had less favorable evaluations of the service quality than when such perceptions were nonexistent when intercultural accommodation efforts were made by the service provider.

The findings add to the sparse literature that examines the effectiveness of intercultural accommodation and focuses on the combined use of service provider’s language and ethnicity as a means to enhance service quality.

The study delivers cautions for service firms not to generalize the receptivity of intercultural accommodation efforts. Given the increasingly sizable segments of minority customers, this study offers insights for service providers to develop suitable recruitment strategies and training programs when devising effective ethnic targeting strategies.

This research is among the first to explain why the effect of target marketing is not homogenous by expanding the research on intercultural accommodations toward a new context considering service involvement levels among varied minority consumer groups.

Library services to meet the needs of ethnic minority groups are described, along with the guidelines within which librarians operate in the development of multicultural library services. The needs of ethnic minority groups are identified and the ways in which these needs can be met by the public library are demonstrated.

Since the 1986 initiation of Vietnam’s Đổi Mới economic policies designed to increase national Gross Domestic Product and increase international market competitiveness, the country has undergone drastic changes in infrastructure, industrialization levels, market practices and standards of living. These changes are creating an abundance of unprecedented transformations among the many ethnic minority groups, who are used as a source of tourism revenue due to their unique cultural customs, clothing, and languages that differ from Vietnam’s majority ethnic group, the Kinh. Yet, while these groups are being exoticized for their rich cultural history and practices, they are simultaneously being required to discard many traditional livelihood methods and practices in order to keep up with the swiftly changing economy and social space. Despite these ethnic minority communities being presented as the main attraction in many areas, unequal economic and social distribution compared to areas mainly composed of Kinh can be seen. Similar findings have been discovered across other ethnically diverse areas of the country. Despite flourishing tourism to the region and steady rates of regional growth in gross domestic product, a gender analysis reveals the inequalities that undergird the system. This chapter confirms the impact of tourism on development when gender is not mainstreamed into development planning and implementation.

This paper describes a computer supported ubiquitous learning environment for minority language learning. Hakka language involved various tones, art, craft, festivals, food, drink, medicine, religion and custom in different regions. The tones also vary across the dialects of Hakka. The majority of Hakka dialects have six tones in Taiwan. The context for Hakka language translation and use is extremely important. The purpose of this paper is to present the context-aware annotation service to help readers get the right information for Hakka language use and learning more easily.

This paper proposes the context-aware learning support system for Hakka culture-specific items or language, which is called Hakka culture-specific items annotation system (HACSIAS). HACSIAS is the context-aware annotation system, helping learners to add links of culture-specific items when they are reading the electronic journals, books, and web pages.

The HACSIAS provides learner appropriate information for Hakka culture-specific items deriving the learner’s situation and personal information. The context-aware computing will automatically provide translation service by searching a given culture-specific items database while these items or terminology appear in a document, either by displaying terms in the translation memory.

The context-aware annotation system for Hakka culture-specific language learning allows Hakka cultural resources to be smoothly integrated into learning materials.