I-Ting Yu and Hui-Mei Chen National Taiwan University Taiwan Attraction of Transient Natural Beauty: Exploring Visitors' Motivations and Experiential Values of the Blossom Festival Nature serves as a powerful resource for emotional bonding and attachment, especially through companionship with other creatures, but also by experiencing a strong attraction to certain plants and landscapes. The popularity of nature-based festivals is booming, and holding festivals is a popular strategy for Taiwan's tourism authority to promote nature-based attractions. Flowers constitute an essential source of beauty and physical attraction. Blossom festivals, which have become very popular in Taiwan, attract numerous visitors to experience transient natural beauty. Most festival research has addressed tourists’ behaviors when participating in cultural and art festivals, however relatively few studies have focused on natural festivals. The purposes of this study were to explore visitors' motivations, on-site experience, and experiential values associate with attending blossom festivals. A festival named “2012 Hualien Daylily Blossom Festival” was chosen as the study case. Some species of day lilies are edible and are used in Chinese cuisine. These flowers bloom annually from August to September. During the production season, over 300ha of the mountains of townships in Hualine are covered with yellow daylilies, attracting masses of tourist to the region. This has also allowed daylily admiring to become a popular tourist activity. In this study, a method of qualitative interviews using a semi-structured questionnaire was selected to collect data. The analysis was based on using each question as a category for analysis. The results revealed that appreciating the blooming of daylily flowers was the major motivation for attending this festival. Experiencing the spectacular landscape of mountains that are covered with a sea of golden flowers is the unique attraction of the Daylily Festival. This aesthetic satisfaction was distinct from experiences of other festivals. Moreover, the daylily flowers are known as "beauty for a day," because they bloom in the morning and wither in the evening. Appreciating transitory natural beauty for enjoyment was an intrinsic value for most respondents. Creating a tranquil atmosphere is very important for appreciating blooming, thus visitor capacity control was crucial for those managing the festival. Many respondents declared that the host should provide more information and improve infrastructure, whereas adding any other activities or performances would superfluous.