Abstract

Performing art is a vital medium for promoting art and culture within a country. It is essential to explore the factors that contribute to audience satisfaction in the context of performing arts. This study was designed to examine the effects of artistic director, artistic value, and socio-cultural value on re-watch intention and intention to recommend, with audience satisfaction serving as a mediating variable. A crosssectional research design was adopted, and data were gathered from attendees of performing arts events in the Kingdom of Saudi Arabia using a Likert-scale-based questionnaire. The study employed convenience sampling, resulting in a usable response rate of 66.11%. Data analysis was conducted using the SEM technique via the Smart-PLS software. The findings revealed that artistic director, artistic value, and socio-cultural value have significant positive effects on audience satisfaction. In addition, audience satisfaction positively influences both re-watch intention and intention to recommend. Mediation analysis further confirmed that audience satisfaction significantly mediates these relationships. This research contributes to the limited literature on performing arts in Eastern cultural contexts and offers valuable insights for policymakers in Saudi Arabia aiming to enhance audience satisfaction and long-term engagement with performing arts.