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This study investigated festival visitors' characteristics by clusters of the involvement scale, and identified the differences between these clusters on motivations to visit a festival, satisfaction, attitudinal and behavioral variables, socio-demographic characteristics. A on-site survey at a regional festival was conducted. Three distinctive clusters were found. The clusters revealed distinctive differences on motivations to visit a festival, satisfaction, attitudinal and behavioral variables, socio-demographic characteristics. As an example of results, highly involved group perceived the highest level of motivation, satisfaction, and the highest level of intention to revisit. Meanwhile, lowly involved people showed the lowest mean scores on the motivation dimensions and they appeared to have a limitation of time and cost. For an example of strategy for the lowly involved people, there is a need to develop nighttime festival program in oder to benefit participation after their workplaces. Detailed information is described as follows.
