In recent years, various traditional cultural activities were advocated by both government and private enterprises in order to attract visitors and thus help prosper for domestic economy. The concept of experiential marketing that allows visitors to fully participate and appreciate festival activities con be coupled with strategies of market segmentation, which is of great benefit to industrial and cultural activities. In this study, we used factor analysis method to understand the perception factor of visitors participating the Sweet Taiwan Year Festival in Tainan. And segmented festival market by cluster analysis based on delineated experiential perception factors. We also explored the potential importance of experiential perception clusters and the visitor type as factors which influence their experiential value, relation quality and relation outcome. Finally, we used On-site Poisson model to discuss the cultural factors which affect the festival activities. The results of this study indicate that: (1)Cultural attraction provides the greatest proportion of total explanatory variance and is concerned the most by visitors, revealing that culture is the core factor of a festival; (2)The cluster analysis identified three segments among which multi-purpose experiential visitor is found to be the most important segment, and experiential visitor has higher level of experiential value, relation quality and relation outcome than any other segments; (3)Experiential perception clusters and the visitor type have become the most important factors in influencing the experiential value, the relation quality and the relation outcome; (4)Multi-purpose experiential visitors attended the Sweet Taiwan Year Festival more visitors often than other clusters; (5)Visitors who attended the Sweet Taiwan Year Festival has a price elasticity of -42.30%, a substitution elasticity of 71.30% and an income elasticity of 18.25%.
