Despite its relevance and potential for explaining various arts consumption phenomena, examination of flow within that context has been limited. This study aims to expand knowledge about arts consumer behaviour by integrating flow construct into an explanatory model that examines the relationships among authenticity of core and peripheral aspects of the arts experience, flow, enjoyment, and intention to recommend. Data were collected from 219 theatre audience members through a self‐administered questionnaire and analysed with structural equation modelling. Results show that authenticity concerning the core product positively influences flow and enjoyment, whereas authenticity of venue is instrumental in providing the audience with enjoyment. Flow experienced in theatre is conducive to enjoyment, which, in turn, has a positive effect on intention to recommend. Managers of arts organisations can make inferences from study findings for developing customer communication and education strategies, designing performing arts venues, and managing customer feedback mechanisms. Copyright © 2016 John Wiley & Sons, Ltd.