ABSTRACT
Relationship marketing and audience retention have implications in terms of authenticity. The importance of this matter is predicated on the view that the search for authenticity is one of the main drivers for building relationships and retaining audiences in cultural organizations. It is also predicated on the view that the arts represent a dynamic and increasingly important arena for expressing identity. It is audiences which provide the basis for building relationships. Audiences can be formed from local and tourist segments of the market. Building relationships with cultural audiences can have major impacts on audience retention. However, it is an area little researched in the arts, although recognized as important in tourism research.
