Abstract:
The cultural sector is as complex and varied as the concept of culture itself. Building on the rapid and profound technological changes of the early 21st century, creative economy has emerged, spurred by globalisation and the rapid sharing of information. In Portugal, the cultural and creative sector is experiencing growing momentum, thus making a positive contribution to increase the country’s wealth and foster job creation. Therefore, this study aims to understand the importance of cultural marketing to relationship management and customer loyalty. Particularly, it intends to learn how relationships between the various stakeholders are established, and what kind of actions are developed by cultural organisations to raise and retain public interest, as well as their impact. The methodology used was a case study, which combines qualitative and quantitative approaches, based on document analysis, semi-structured interviews, and a survey on cultural habits, all tied with the Cartão Quadrilátero Cultural (CQC) [Quadrilateral Cultural Card]. Results seem to show that general marketing principles have been adopted by cultural organisations due to the different advantages they offer, namely, boosting funding sources, improving customer acquisition and loyalty, and increasing brand value. From the answers provided by the 305 CQC-holding respondents that constitute the study sample, one may conclude that there is satisfaction and loyalty, and 69% are consumers-promoters. The present research focuses only on cultural equipment for the performing arts, and therefore it does not cover other cultural sectors. It employs an interdisciplinary perspective, with contributions to management (of cultural services) and marketing (i.e., cultural touring and circulation of audiences). In order to further this study and facilitate the comparison of results, it should be extended to other cultural sectors (e.g., museums). This study intends to contribute to the development of scientific knowledge in the area of cultural and relationship marketing.
