The purpose of this study is to segment the visitor market during the 1997 Universiade, based on the benefits sought, and to suggest alternatives regarding management and services for each market segment. After a literature review was performed, data collection and analysis procedure was presented. A factor-cluster approach was adopted to find and delineate visitor clusters during the 1997 Winter Universiade. Six clusters were emerged and their relationships with other variables were examined, and suggestions to attract and prepare for the visitors during the Winter Universiae were discussed. Finally, recommendations for the future mega-events in Korea were presented.