摘要：AbstractExperiential 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 participate the Sweet Taiwan Year Festival in Tainan country of Taiwan. And segmented festival market by cluster analysis based on delineated experiential perception factors. The empirical result of this study shows that 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.
