Participants` motivation has been considered as the start point of place marketing in a region. In previous researches, the motivation of festival participants has been investigated as dichotomy between push and pull factors. The purpose of this comparative study is to reveal participants` hidden motivation. This study tried to examine dichotomy motivation from the participants point of view. The PASW statistic 18 was used to analyze the result of the survey of 360 samples in the manner of frequency, factor, reliability, t-test and ANOVA analysis. As a result of conducting factor and reliability analysis several times, 26 elements are selected from 29 motivation elements of push factor loaded as 7 subordinate concepts, and 12 elements are selected from 18 motivation elements of pull factor loaded as 4 subordinate concepts. Findings revealed that: (a) the main reasons of participating a festival are revitalizing, family bonding and socializing in push factor, and entertainment program & information and authenticity in pull factor; (b) multidimensional scaling indicate participants` motivation are more intrapersonal than interpersonal, and more hedonic than utilitarian. The results of this study can provide festival organizers with insights in future festival planning and operation, and it can help the festival to reach more sustainable position.