Festival has developed as a new trend of travel pattern. In most situations where festival visitors are heterogeneous, segmenting festival market and understanding their characteristics based on festival motivations will be a powerful marketing tool. The study use a factor analysis to identify the underlying dimensions of motivations for visitors attending the Yi-Lan Green Exposition and segment festival market using a cluster analysis based on delineated motivation factors. The study also explored any potential importance of motivation clusters and visitor types as factors of influencing their satisfaction and loyalty. The results of this study indicate: (1) A factor analysis identified six motivation factors in which the cultural exploration was the core of the festival. (2) A cluster analysis identified four clustered segmented clusters in which the multi-purpose seekers were found to be the most important segment. (3) The chi-square test show that significant differences in festival motivations existed between out-of-region and region visitors. (4) Two-way ANOVA indicates that visitor satisfaction and loyalty were influenced by festival motivation and type of visitors
