Abstract
Arts festivals can be defined as staging various arts to the public to present art forms and provide creative possibilities. Such festivals serve as forms of communication and entertainment, and their ability to reach large audiences has drawn the attention of organisers, sponsors, and researchers. This chapter explores how customers accessed and responded to arts and cultural activities as well as how they were affected by social relationships. Data were collected from a sample of 1,387 respondents during an arts festival. The results show that most respondents of a traditional arts and culture activity comprised numerous families. The high level of satisfaction with the event enhanced the outcomes for future attendance. Thus, in the cultural entertainment industry, marketing efforts in establishing relationships should be proactively pursued because they facilitate enduring relationships and generate satisfaction with organisers. Recommendations and managerial implications are provided.
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