The purpose of this study is to provide fundamental marketing information necessary for cultural and arts organizations to establish effective marketing strategies by systematically classifying the lifestyles of cultural and performing arts audiences in Korea at a time when the importance and proportion of the cultural arts industry are growing as we enter the 21st century, identifying the characteristics of each lifestyle type, and comparing lifestyle differences with non-audiences. The research results showed that: (1) there were significant lifestyle differences between audiences and non-audiences; (2) market segmentation based on lifestyle could be conducted for the cultural arts industry market; (3) there were significant differences in the benefits sought from cultural and performing arts among the segments; and (4) there were significant differences in the preferred performances and genres of consumers in each segment, as well as in the ranking of evaluation criteria for performance attendance. However, the demographic characteristics and attendance frequency of each segment did not show significant differences.