A

.— Festivals attract a variety of visitors driven by a complex set of motivations. Th e objective of this study was to identify and classify motivations for attending the South Farm Showcase (SFS), a university-based agricultural festival in Missouri. Th e study further developed a motivation-based segmentation of festival visitors and examined their distinct characteristics. Analysis identifi ed two motivation factors ( Fun and Entertainment and Th eme Identity ) and two types of visitors ( Entertainment Seekers and Institutional Loyals ). Entertainment Seekers and Institutional Loyals diff er in their socio-economic characteristics and in their leisure and tourism preferences. Marketing, management, and academic implications of these fi ndings are presented.