Festival events have been studied by various researches as an important motivation for tourists in the world.
Many destinations throughout the world have extended events to attract tourists. The importance of festival events is
considered as a valuable tool for promoting and understanding market segmentation based on tourists motivation. The
purpose of the study is to identify the main factors that attract Saudi to participate in Janadriyah festival, and to test if there is
any statistical significant between demographic variables and motivational factors. A questionnaire is conducted to collect
primary data from a convenient sample of Saudi tourists selected for this purpose during summer season 2014. The results
indicate that "Novelty with family" and "Increasing knowledge are the most important motivational factors to participate in
Janadriyah