12th International Conference on ISO 9000 & TQM (12-ICIT) Going for Gold, 9-11 April 2007, National Taichung Chin-Yi University of Science and Technology, Taiwan Addressing the negligible usage of parks by ethnic communities Dr Christine Lee TRU, Department of Management, Monash University, Australia. and Dr Graeme Galloway School of Psychological Sciences, La Trobe University, Australia.

2 What are parks? Open Spaces National Parks Metro parks Amusement parks Heritage parks Playgrounds

3 Why study ethnic populations? Increasing immigration Diverse population ‘New’ population born overseas Less English speakers Participation in local culture Respecting expectations/needs

4 Demographics in Australia – born overseas Top two dozen countries (2001 census) United Kingdom Italy 8.34 Greece 5.33 Viet Nam 5.24 New Zealand 5.11 China (excludes SARs and Taiwan Province) 3.41 India 2.84 Germany 2.66 Sri Lanka 2.46 Malaysia 2.29 Netherlands 2.18 Philippines 2.08 Malta 2.07 Poland 1.85 Macedonia, FYROM 1.81 Croatia 1.75 Hong Kong (SAR of China) 1.48 South Africa 1.45 Turkey 1.41 Lebanon 1.31 Egypt 1.07 Ireland 1.07 United States of America 1.04 Indonesia(c) 1.02

5 Users of Parks – Parks Victoria study Seven marketing segments * as likely to be non-English speaking 1*Nature Admirers2, % 2*Urban Socials2, % 3Trail Users1, % 4Passive and Other Users1, % 5Activity Centric % 6*Access Made Easy % 7Country Vacationers % 11,387100%

6 Ethnicity and Parks Usage Project Twelve focus groups (117 participants) Arabic, Chinese, Greek, Indian, Spanish and Vietnamese –Awareness of parks –Attitudes to parks –Usage of parks –Information needs –Recommendations (Centre for Culture Ethnicity and Health, June 1999)

7 Barriers to address - utilisation of parks Attitudes – cultural activities More Information needed Addressing safety issues/perception Behaviour of other park users Transportation Researching non-English speakers Community consultation and ownership

8 Conclusion Need to research population Manage park users Consider all stakeholders Provide necessary facilities Continue to consult community