The purpose of this study was to analyze the relation between image of regional festival and participants` motives. To accomplish the purpose, a questionnaire survey was employed on the participants at Wonju Hanji festival. Factor and reliability analysis were used as the statistic analysis tools for verifying measurable tool. This was helpful to refine measurable tools that were developed from other researches. The results conformed a hypothesis that festival participants may to divide three groups based on their levels of participation motive: week level, neutral level, and strong level. In addition, festival images can also be distinguished by these three types of participation motive. The findings of the study provide market segmentation based on participation motives will be employed as an effective marketing strategy. Thus, festival marketing strategies that have been targeted only for the homogeneous market must be changed because of the variety of participants` motives and festival themes. Therefore, there are needed to develop plans and strategies due to market segmentation.