The major purpose of this study is to investigate the relation of event participant’s perceived benefits/satisfaction level and their participating motivation (purpose of visit). The participants of the 5th Madou Pummelo Festival were selected as the study subjects. The questionnaires were designed and handed out to the event participants during the festival period. In the first stage, factor analysis was used to reduce the study variables of motivation, perceived benefits and satisfaction, and then cluster analysis was adopted to group attendees’ motivations into three categories. Analysis of Variance was utilized to examine the relation of these three categories and the variables of perceived benefits and satisfaction. Moreover, Pearson’s product correlation coefficence was used to examine the correlation between perceived benefits and satisfaction. The results of this study indicate:（1）there is a significant difference between event participants’ motivation and their “education level” and “occupation”;（2）satisfaction variables such as “service scheme” and “location scheme” are significantly related to their participating motivation;（3）perceived benefits such as “combine with industrial culture and education” and “combine with events and life” are also significantly related to motivation; and（4）the variables between perceived benefits and satisfaction are positively correlated.
